Author(s)

Lei Wang

Corresponding Author

Lei Wang

Abstract

Firstly, this article analyzes the definition and connotation of consumer trust in e-business environment, and makes clear its key role in the transaction process. Then, it sorts out various factors that affect consumers' trust, including platform quality, merchant reputation, information security and after-sales service, and reveals how these factors work together to influence consumers' trust perception and behavior choice. On this basis, the article further discusses the construction strategy of consumer trust in e-business environment, and puts forward specific countermeasures such as strengthening information transparency, improving network security level and optimizing after-sales service system. Finally, it summarizes the full-text views, looks forward to the future development trend of consumer trust in e-business industry, and emphasizes the irreplaceable role of consumer trust in promoting the sustained and healthy development of the industry. Through the analysis of this article, it aims to provide useful reference and guidance for e-business platforms, businesses and government regulatory departments, and jointly create a more credible and secure online shopping environment.

Keywords

E-business; Consumer trust; Construction strategy; Maintenance strategy; Online shopping environment