The Impact Mechanism of Consumer-generated Comments of Shopping Sites on Consumer Trust

摘要

—The author aims at studying the influence ofconsumer-generated comments of the shopping sites onconsumer trust. The research divides consumer-generatedcomments into four types: service comments, product andprice comments, self-display comments and after-actioncomments. With the survey result of 166 college students,the author finds that online shoppers’ trust are influencedby consumer-generated comments of the shopping websitessignificantly. The data is analyzed by SPSS 15.0 andLISREL 8.8. The results show that product and pricecomments, the self-display comments, and after-sale actioncomments influence consumer trust to shopping sitesremarkably.