The study on customers' trust in internet communication

As the internet is developing rapidly, more and more customers obtain the product and brand information by internet communication. Through the questionnaire survey, the paper used statistical analysis methods such as the pairs T-test and variance analysis to discuss customers' trust in internet communication. The result showed that customers trusted differently in various forms of internet communication and types of network information. Among the internet communication forms, specialized forums were at the highest level while online advertisement the lowest. On the other hand, of the network information types, customers kept the highest level of trust in science & culture information, and the followings were current news information, reference information, commercial information and entertainment information. In addition, the male trusted network information less than the female, the survey also showed high-income groups trusted less not only in different types of network information, but also in search engines and chat rooms than the low-income earners.