시각적 매력, 명성, 서비스 품질이 E-신뢰에 미치는 영향에 관한 연구 : 중국 B2C시장 중심으로

Abstract

The Research on the Influence of Visual Appeal, Reputation and Service Quality to E-Trust: In China's B2C Market

Chao Zhang Abstract Recently, with the development of the IT, logistics and legal in china, the timing of the E-commerce has already arrived. Since the speed of on-line consumers's numbers have already grown faster than before. It forced the traditional enterprise to change its business model into E-commerce. Actively under this circumstances, the psychological of the chinese consumers have moved a big step. They're not satisfied with shopping from only one site , actually the number of customers just loyalty on one site have already recede, and this situation will be continue. This is a big chance for  new on-line shopping site to join in . But the issues in E-commerce of china are still exist. Something like internet cheat, protection on personal information, these issues has already put off chinese E-commerce's development. The E-trust will be come a keypoint in china's E-commerce Marketing.

The history mentality of this research is around the Service Quality, Visual Appeal, Reputation in fluence on E-trust. the customer's feedback from Tianmao in china B2C site as the research reception. These results will show out chinese customers's feature and provide huge help for new Enterprise marketing in china.

Key Words: E-trust , Service Quality , Visual Appeal, Internet Shopping Market in China