||The era of increasingly well-developed communication, network, along with this wave of change, and the globalization, the economic opportunities brought by virtual world, is nothing more than companies do their utmost to pursue the scope. Increase the added value of products or services to enhance corporate profitability, originally only be used for sales of products and services in the physical store, joined network store sales and let the results of the rapid growth of invisible. But, what's the difference with the physical store, when in contact with the consumer products and services through web services. Will internet service changes product attributes in response of the consumers decision-making behavior? What's the important factor in rely on the procurement of online shoppers? The special attributes of the virtual economy, let us know, why trust is the reason of consumers purchase goods and services on recognized intermediary platform, and they gradually accumulating customer loyalty and purchasing intention.|
For this reason, we explored the trust antecedents, attribute dimensions, and how trust link to the loyalty and purchasing intention, as well as their composition and influencing factors. And based on the objects of online potential shopping group for the research topic, the trust associated with e-commerce community loyalty and customer purchase intention. By the stratified random sampling, a total of 248 samples were taken, and use of path analysis and stepwise regression to analyze the data in parallelly.
In this study, convenience sampling questionnaire survey found that: "Personality-based trust", "institution-based trust" and "knowledge-based trust", link to the" customer loyalty "and" " purchase intention" via "Intermediaries trust. Trust in intermediaries’ link to online shopper’s purchases intentions, through "customer loyalty" with direct and indirect effects. The significant differences found, by analysis of the online shoppers demography of with and without the shopping experience in the past three months show on the trust of intermediaries. Therefore, we confirmed once again that the trust of the E-commerce community and its strong related items.