E-commerce Informational Incentives，Perceived Unethical Promotion， and Customer Trust

（1.China University of Mining &Technology, Xuzhou，Jiangsu221116，China；2.Tongling Polytechnic，Tongling， Anhui244061，China） Abstract：In recent years，the promotion of e- commerce is in full swing，and various of short- term informational incentives have achieved some effects in improving the popularity and utilization rate. In order to test the long- term effects of unified planning e-commerce promotion activities on customer trust，Tmall consumers are selected as research objects，and 654 questionnaires are tested by SEM. The research results show that both promotional information and review information have a positive effect on customer trust；online review incentive has a significantly negative effect on perceived unethical promotion，but the promotional information is not significant；perceived unethical promotion has a significantly negative impact on customer trust；and perceived unethical promotion plays a partial mediating effects between informational incentives and customer trust. Accordingly，ecommerce ventures can continue to optimize information incentive strategies to avoid abuse of price promotion， accelerate the brand building of e- commerce promotion activities，improve the identification of promotion activities，avoid a flash in the promotion campaign，use online review system to improve the construction of virtual community，strengthen communication with internet consumers，and continuously deliver utilitarian and hedonic values to customers.

Key words：informational incentives；perceived unethical promotion；customer trust；e-commerce ventures；mediating effects