An Empirical Study of Online Third Party Guarantee Service Effect

Consumer´s perceived trust risk is one of the main bottlenecks to online purchasing, and now many websites resort to the third party guarantee service to reduce Consumer´s perceived risk, and promote their trust. However, there are few empirical studies to prove whether this kind of online trust service have outstanding effect, and whether its attributes and service contents both have significant influence on consumer´s trust? In order to settle puzzle above, this article took the online third party guarantee service as the objects, and collected data of 225 university students through online simulation shopping. Regression analysis was applied to the data and finally got some useful conclusions. The online third party guarantee service has significant effect in promoting consumer´s trust. And the service provider attributes and service contents have positive significant effect on consumer´s trust. Moreover, the service provider attributes have bigger effect than service contents comparatively.