First, the primary reputation 1 is shaped, using the system's own reputation survey results and old customers' messages. Many independent online store systems, such as hishop online store system, have the functions of online survey and customer message. Shops can publish the survey results in the form of screenshots. The message management for customers not only advocates positive messages, but actually negative messages are much better than positive messages for credible images. "Good things don't go out, and bad things spread thousands of miles." As long as you are doing online shopping with your heart, I don't think you will make a fatal mistake. Then the negative information of the customer is likely to be unfair. Careful analysis and solution will make your good news spread thousands of miles. 2. The operation of commodities itself reflects the credibility. Many products, especially brand-name products, have certain qualifications, which implies that you can obtain their management rights on the basis of high reputation and have been carefully examined by qualified examiners. In this way, you can go to the website of the manufacturer of your product to download relevant convincing information such as honors and qualification certificates, and publish them. You can even hang your personal diploma, academic level certificate, professional license, business license, medals and prizes in the form of clear pictures. All these can reflect your credibility. 3. Personalized website design with product and personal characteristics. This is the intuitive difference between B2C independent stores and C2C stores such as Taobao stores. The column setting, overall style, content setting and commodity packaging of independent online shop pages should give people a pleasant feeling aesthetically. Thereby spontaneously arousing trust. In this way, we can learn from the CI design concept to make a complete design for the online store, making it elegant, serious or stable. Research shows that only the appearance of products (style, color, packaging and display) is obvious for arousing consumers' trust and improving the sales of various commodities. What's more, it is the design of the whole online store. You may not be a professional web designer, and you may not be able to finish this job, but any independent online shop solution provider in China is equipped with a design department, and their professional designers will be able to design the website you expect. Second, the shaping of the credibility of derivatives refers to the trust gained from the external background. This paper mainly introduces the role of personal relationship (word of mouth) in deducing credibility. Personal connections can be obtained from two sources, one is the existing old customers, and the other is the registered members of various price comparison shopping forums. 1. This can be achieved by establishing contact with old customers and shaping reputation development agents, but this requires the cooperation of system functions. At present, hishop online store system is equipped with this function. Choose a first-class agent from old customers, give corresponding rights and discounts, and promote the products of online stores in their own interpersonal circle. They have the most say in this because they have personally experienced the products and services of the store. As long as they are willing to be your agent, they will certainly bring a string of customers. This form of direct selling represented by Amway is very good in reality, and I think it should be easier to realize it online. 2. Use the comparison shopping forum to establish contact and credibility. In reality, trust is easier to gain in close, small and intimate communities than in unfamiliar city people. The same is true on the internet, which is why people can compare shopping forums such as Tesco to conduct online transactions. Therefore, online shop owners can participate in this kind of community more, and establish a trust relationship among community members by participating in activities and making friends by sending short messages in the forum.

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