Technological positioning and controllability compromise consumer confidence in e-commerce Customer personal consumption psychology, customer preference for trust, whether they have friends or authoritative introduction and recommendation of third parties to entrepreneurs and whether they will have online shopping experience will influence trust. The cessation of online shopping at the same time as the trust of the website and the third department At the same time, the privacy and security of the game of the buyer is a rule. if the attention is high, the more consumers trust suppliers, the more active the online purchase is if they have friends or an authoritative third party introduction and recommendation to entrepreneurs and if they have online shopping experience they will influence trust. The cessation of online shopping at the same time as the trust of the website and the third department At the same time, the privacy and security of the game of the buyer is a rule. if the attention is high, the more consumers trust suppliers, the more active the online purchase is if they have friends or an authoritative third party introduction and recommendation to entrepreneurs and if they have online shopping experience they will influence trust. The cessation of online shopping at the same time as the trust of the website and the third department At the same time, the privacy and security of the game of the buyer is a rule. if the attention is high, the more consumers trust suppliers, the more active the online purchase is