On Consumer Confidence in the Online Store

The convenience brought by the online store is more than a physical store, but the development of China's Internet store is also in its infancy, at present, there are a number of related thesis for the network which study the trust, but the result observed in the research is related to most of the trust before buying and e-commerce environment of trust, Therefore, the primary focus of this study is aimed at investigating the factors affecting, and the impacts, of consumer trusts in the overall online purchase process, rather than only those in the pre-purchase stages. The reasons why Online Store is not trusted in the occurrence are: anonymous transaction, the initial trust which was not established, and payment mechanisms, and mode to receive commodities, and the entire management of this study was raised by domestic and foreign scholars who study the impact of trust, the trust put forward a B2C framework: it stresses the overall impact on the trust in the network store, to make the recommendation between customers, then to establish a network to maintain the customers’ loyalty, then it will create the largest corporate profit. In this study, the model contains two main levels: the purchase of pre-factors (such as e-commerce brands, safety, etc.), and after the purchase of factors (such as after-sales service, etc.). Through two kinds of levels to explore ways to affect the trust and from the empirical research found that China's current Online Store in the obstacles, to explore how to increase consumer business confidence.