An Empirical Study Of Factors Influencing Consumer's Initial Trust In Mobile Internet For Auto Accessories

With the development of "Internet +",many traditional industries,including automotive industry,begin to take the initiative to work with the Internet.As mobile intelligent terminal is becoming prevalent and communication infrastructure is improved and upgraded continuously,e-commerce has become the mainstream of the Internet e-commerce.Many studies have shown that online trust is one of important factors that block further development of the e-commerce,and initial trust is initial link and the most important link of online trust,which plays an important role in formation of online trust.Firstly,we review the evolution path of trust research,and illustrate why the researchers pay attention to the initial trust in mobile Internet.Secondly,based on previous studies,we build the model of initial trust by using documentary research and logic deduction and by combining it with consumer purchase behavior and business model in the environment of mobile Internet.Then,the research framework of the impact of the initial trust is designed by centering at the consumer experience and through borrowing theory of customer online delivered value,behavioral process and cognitive dysfunction.The proper question table is also made on the basis of analyzing other literature.After testing and modifying the proper question,questionnaire is released by the third-part questionnaire survey websites,in which way research data is obtained.The proposed assumptions and models are checked and verified by employing the structural equation model and The mathematical software.Contribution of the thesis lies on arguing with previous research and demonstrate whether the initial trust should be included in the first buying and build the model.As for influence impact on initial trust,trust shift among channels is discussed by including online sensing value and service with concluding and inferring,and width of discussion is broadened to offline trust.It is concluded that basic trust tendency,trust shift among channels,online sensing value,offline experience and service remedy have position impact on initial trust.Shopping experience adjusts influence of trust shift among channels and online sensing value on initial trust.Based on the results of thesis,the management inspiration and advice are presented to sellers in the last section which also includes following research direction and relevant expectation.