An Empirical Study of E-commerce Trust Promotion Strategies Efficiency Based on Chinese Samples

The insufficiency of consumer's trust is one of bottlenecks to China online shopping, and now most Web sites resort to the renowned third party or trust displaying mechanism to promoting consumer's trust. However, whether the two kinds of trust promotion strategies above have the same effect? And whether their own attributes and assurance contents have the significant influence on consumer's trust? There are no answers to those questions in domestic research. This article took the third party guarantee and trust displaying strategy as the objects, and collected data of 225 university students through online simulation shopping. Regression analysis was applied to the data and finally got some useful conclusions. The third party guarantee strategy has higher efficiency in promoting consumer's trust than trust displaying strategy. The provider attributes and assurance contents of the two strategies have positive significant effect on consumer's trust. Moreover, the attributes of strategies have bigger effect than assurance contents comparatively.