Research Of The Transaction Security Mechanisms For B2C E-commerce Platform In Affecting Consumers’ Continued Use Willingness

Online shopping has gradually become a consumer opt for consumer access with onlineshopping opportunities growing. B2C e-commerce market share increased year by year,reflecting the consumer’s ability to enhance product quality requirements increased. So forthe increasingly competitive B2C e-commerce sites, how to retain customers and increaseconsumer shopping experience, allowing consumers to use the internet it is a long-termproblem worthy of study of the. Factors affecting consumer willingness to have a lot ofpaper from the transaction security mechanism B2C e-commerce platform, discusses effortsto platforms in guaranteeing smooth transactions made whether to continue to use theplatform of consumer willingness to be affected.This paper studies and discusses the B2C e-commerce platform for transaction securitymechanisms continued use willingness of consumers to influence the existence and theextent of the impact, and analyze why such effects and inherent mechanism exists.Combined with the status quo and theoretical researches B2C e-commerce platformdevelopment, the transaction security mechanism B2C e-commerce platform is divided intosix areas: product quality, privacy protection, payment security, logistics, service, disputeresolution, consumer satisfaction and trust as mediating variables, B2C e-commerce platformto build consumer willingness to continue to use the model.This study uses empirical research methods, using the previous maturity scale, with theactual build out herein initial questionnaire and by pre-test a small area, according to thepre-test results, complete the questionnaire, this study formed the final questionnaire. In thispaper, there have been in the B2C e-commerce website shopping in the student population,Jilin University and the company conducted a survey targeting white-collar workers and,ultimately,315valid questionnaires as samples of this article. Study sample obtained bySPSS21.0for descriptive statistical data analysis, reliability analysis and exploratory factoranalysis, and the sample data by AMOS17.0equation route structure analysis, and ultimatelyconcluded that: product quality, logistics distribution, service, payment security, privacy andtrust through customer satisfaction significantly affected consumer willingness to continueusing the platform, there was no significant effect of dispute resolution.Final conclusions based on this study, proposed five management recommendations.Existed study limitations simultaneously analyzes and proposes future research prospects.