The Influence Factors of O2O E-Commerce Trust Research - Based On the Perspective of Consumer Participants

With the rapid development of group purchase, O2O e-commerce gradually became a part of people to the Internet life. But many unstable and uncertain factors make consumer's trust in the group purchase had shaken, and limits the O2O e-commerce further development. Therefore, to analyze what factors influence the consumer trust in group-buying is very important. With the survey of 195 real sample, this article adopts the method of structural equation to map the web based trust, third party trust, merchants trust and trust to group-buying trust path graph, and find that four aspects will be positive influence on trust in group-buying, and trust is the main influence factors. Finally, according to the empirical analysis, this article put forward the corresponding to a group of operator management countermeasures.