Research on the Relationship Between Offline Trust and Online Trust

This article focuses on discuss the relationship between consumers offline trust and online trust. Through experiments, the situations of different offline trust and internet purchase experience were simulated for four groups of subjects. The results suggested that offline trust have positive influence on online trust and internet purchase experience can intensify the relationship between online trust and offline trust. Online trust can enhance customers online purchase willingness. In online operation, enterprises can not neglect to build and maintain offline trust. Meanwhile, firms should pay more attention to guide consumers to use firm websites. Finally, this paper pointed out research limitations and future research.