Evaluation for Consumer online Trust Based on Structural Equation Modeling and Path Analysis

摘要

E-commerce success, especially in the B2C area, is determined in part by whether consumers trust sellers and products they cannot see or touch, and electronic systems with which they have no previous experience. This paper constructs the evaluation of consumer online trust index model based on Structural Equation Modeling (SEM). The best iterative initial values for Partial Least Square (PLS) estimation algorithm was put forward, which can enhance the speed of computation. With our model, the relationship of construction variables in consumer online trust evaluation indexes system can be analyzed, as well as the relationship between the construction and observation variables, also formula to calculate the electronic commerce trust index is provided in the paper. Consequently, consumer online trust can be analyzed efficiently, and efficient measures can be adopted to improve the consumer online trust, so that EC can develops more quickly.