Research On The Model For Trust-building In E-commerce

Security and trust become major concerns to consumers with the development of e-commerce, which has unique properties and operational means. Lack of trust is believed to be the top barrier standing in the way of customers’ taking part in online e-commerce activities.Therefore, for enterprises, the establishment and maintenance of trust in e-commerce is important to their survival and growth in the market.This paper intends to revolve around the process of trust building; discusses how to build the initial trust from customers and how to enhance their trust by analyzing key factors that affect customers’brand trust and the relative strength of these factors.Firstly, the paper organize the collected data through a combination of quantitative and qualitative studies; list main points of related theories in literature reviews; quickly grasp the characteristics of brand value and trust building strategies through case studies; conduct an in-depth analysis of factors that affect customers’ purchase behavior, purchase process and purchase decision by naturalistic observation and questionnaire:and to get more extensive study from both focus group and expert interview research methods. Secondly, based on these extensive study, it can be found that brand, design and service are indispensable parts in the trust building process; and then some factors that may affect trust building and their optimum design suggestions have been put forward by further investigation. Thirdly, a statistics analysis method was used to test the correlation and the validity of the relationship between the factors and customer’s trust and purchase intention as well as filter out some irrelevant factors; a practical example method was used to verify and evaluate the influence degree of the factors on different types of B2C corporate. Finally, synthesize all the research results, the final proposed model for trust building in B2C e-commerce has been determined.The distinct innovative point of the paper is put forward a more creative way to make the e-commece enterprises achieve trust building based on branding; and deliver their brand value and trust value through effective website and service design from the perspectives of customer and brand manager.The conclusion of the study will help the e-commerce enterprises gain the trust more quickly and efficiently, as well as stay competitive in the further.