The Empirical Study on Factors Influencing Consumer Trust in Online Trading

DOI

10.2991/meic-14.2014.94How to use a DOI?

Keywords

Consumer; Online trading; Trust; Influencing factors; factor analysis method

Abstract

In China e-commerce is developing rapidly, but the lack of trust becomes the main obstacle to consumer intention in online trading. This paper summarized seven factors affecting the online trading trust level firstly, and made some scientific hypotheses. Then it examined the influence of seven factors such as personal trust tendency, trading platform, communication between the seller and the buyer, payment service, feedback system, trading turnover, and laws on consumer trust in online trading. In this paper, the questionnaire data used the factor analysis method, the results showed that among the factors affecting the consumer online trust level, in addition to the "third party payment service", "trust of transaction objects”, "laws and regulations", "trading turnover", "personal propensity to trust", "trading platforms" and other factors all had a significant influence on consumer trust in online transactions. Finally, it gave some suggestions about increasing consumer trust in online trading. This paper is intending to be able to make progress on the progress of building consumer online trust.

Copyright

© 2014, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jinhong Huang
AU  - Hui Wan
AU  - Wei Xu
AU  - Hua Wei
PY  - 2014/11
DA  - 2014/11
TI  - The Empirical Study on Factors Influencing Consumer Trust in Online Trading
BT  - Proceedings of the 2014 International Conference on Mechatronics, Electronic, Industrial and Control Engineering
PB  - Atlantis Press
SP  - 420
EP  - 423
SN  - 2352-5401
UR  - https://doi.org/10.2991/meic-14.2014.94
DO  - 10.2991/meic-14.2014.94
ID  - Huang2014/11
ER  -