The empirical study on factors influencing consumer trust in online trading

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.