Empirical Research On The Effect Of Initial Trust On Group Purchase Website

With the rapid development of Internet technology, Online shopping has become a main part of our life. The fast improvement of Internet leads to development of E-business. All kinds of E-business websites and various E-business models have appeared. It involves in multiple products and services. Group purchase, a special marketing model, has advantages over other models through its abundant products, low price and so on. Group purchase has been more and more accepted by customers. However, group purchase has just started in China, the weak environment of trust and legal protection on the Internet, leads to many conflicts and swindles. These problems have seriously influenced the healthy development of the E-business. How to strengthen the trust on website has become an urgent problem to be solved.This paper is based on the theory of trust building and takes the reality Chinese E-business environment as research basis. Through collecting and integrating relative data, it empirically examined the influence of various factors as antecedent variables on different dimensions of trust. This paper also examines the relation influences among the three dimensions of trust.Through reviewing the relative literatures and combing the results of the previous theoretical research, we build the conceptual research model of website factors, different trust dimensions interactions. Based on the relations above, we come up with 9 hypotheses. Through the online questionnaires, we collected the data. Meanwhile, we use the data analysis software, SPSS17.0 and Stata, and the method of factorial analysis and three-stage least squares method to analysis the data and examine the hypotheses.Through the empirical examines, we get the conclusions as follows, the abundant information, design quality and advantages on price of group purchase website have positive influence on competence trust. The transaction security and privacy protection policies have positive influence on integrity trust. The competence trust and the integrity trust have positive relationship with each other. And so do the integrity and goodwill trust. The empirical results of this paper are aim to provide references for network group purchase operators. They could make appropriate arrangement on their limited resources and contribute more outcomes. We also hope to help the operators could improve their competitive advantages and build an admirable online environment together.