| Online group-buying is developing rapidly in China’s, it took only4years fromfirst group-guying website was founded to the three "oligarchs" formed. And the trustof consumers is directly related to the success or failure of the website, and herdbehavior played a role of "catalyst". Current research mainly focuses on the B2C andC2C mode,and trust research in group-buying mode is rare, so this paper drawslessons from these research to explore the factors of online group-buy websiteaffecting consumer trust in theory and empirically.This study introduce consumer conformity as a moderator variable into the fieldof online consumers’ trust research is relatively rare in the current study.This search sets consumers trust in online group-buying as the entry pointand HangZhou consumers as the object to explore the factors influencingconsumers trust online. Based on literature review and including Chinese cultureand market background, the author sets out the research hypothesis andtheoretical model. We got338copies data for the research by questionnaire, andhad reliability and validity analysis, correlation analysis and regression analysisby the statistical software of spss22.Our results suggest that:(1) The characteristics of group-buy website ispositively influence on consumer trust of the website, especially the reputation ofwebsite;(2) Consumer characteristics，especially the group-buying experience,positively influence on consumer trust of the website;(3) Consumer characteristics, asa moderator variable, positively influence the relationship of group-buy websitecharacteristics and consumer trust. |
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