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伴随着我国网络团购的发展,消费者网络团购信任成为其应用发展的主要障碍。通过对国内外网络团购消费者信任有关研究成果进行梳理,影响消费者网络团购信任的因素可归纳为:消费者自身、网络卖家、团购网站和商品四个方面。同时对研究进行总结和展望,希望对国内网络团购信任提供借鉴。
With the development of internet shopping in our country, the trust of internet shopping by consumers becomes the main obstacle of the application development. Through the research on the domestic and international online shopping consumer trust research, the factors influencing the consumer trust in online shopping can be summarized as follows: consumers themselves, online sellers, group buying websites and products. At the same time, it summarizes and looks forward to the research and hopes to provide reference for the domestic network trust.