Research on the Effect of Relationship Marketing and Net-Shop Reputation on the Transaction Trust in E-Commerce

The influence path of relationship marketing on the transaction trust in e-commerce is discussed in this paper, with the net-shop reputation used as intermediate variable. Empirical analysis reveals that the communication and relationship investment in relationship marketing affect the net-shop reputation significantly, and net-shop reputation affects the network trust. Furthermore, the direct influence of communication and relationship investment on trust is less than the indirect influence of reputation on trust.