This paper is based on theory of reasoned behavior and trust.Factors which influence the online shopping are studied. This research establishs the trust model of online shopping. Trust is analysed and stressed.The model is verified by SPSS16.0 and LISREL8.7 .Finally,this paper puts forward the measures about promoting trust to facilitate online shopping.
Dai, Zhuo, "The Study on the Influence about Trust to Online Shopping Behavior" (2012). Eleventh Wuhan International Conference on e-Business. 96.