This project works on studying the factors affecting the customer trust in online shopping and trust-inducing features in interface design of shopping websites. Some key procedures are described briefly below.

 

• Research Framework. By reviewing relative literature, propose a research model of studying determinants of online trust and associated hypotheses. 

• Measurement Methodology. Design a questionnaire to validate the research framework proposed above and test those hypotheses, a survey was designed and conducted to measure the online consumer trust in online shopping.

• Statistics Analysis. Conduct statistical analysis to test the hypotheses by running the collected data from the survey in SPSS. Descriptive statistics, reliability, factor analysis, multiple regression and correlation were carried out. 

• Trust-inducing interface design. Design and prototype a footwear online store named WannaShoes which embodies 12 trust-inducing features and 3 trust-decreasing features.

• Interview Evaluation. Conduct an interview to evaluate the designed website. 

 

网上消费者信任度与信任诱导界面的研究

项目描述：这个项目旨在研究影响线上消费者信任度的因素和具有信任诱导作用的用户界面功能的研究。

项目职责：1. 课题背景调研与资料搜集。 2. 建立研究模型（影响线上消费者信任度的因素模型），根据研究模型设计调查问卷，通过调查问卷采集数据。 3. 使用SPSS 对所获数据进行统计分析，验证与研究模型的相符性。· 4. 设计一个虚拟的电商网站，招募用户对这个电商网站进行使用，并对用户进行访谈，通过定性的方式来采集数据获得具有信任诱导作用的用户界面功能的数据。 5. 撰写相关报告。