Research On Antecedents Of Consumer Trust In B2C Electronic Commerce Of China

Having gone through the baptism of the Internet bubble in 2000, China's e-commerce has entered a fast-developing stage. But while it is developing at a high speed, problems in e-commerce reveal out gradually. Consumer trust becomes one of most important problems which hinder e-commerce development. Under this background, this paper has carried on research on antecedents of consumers trust in B2C e-commerce.The paper concludes the elements and characteristic of consumer trust definition in literatures, develops an antecedent model of consumer trust, investigates antecedents of consumer trust from online companys, websites, consumers and environment of electronic commerce based on theory deduction and validates the model using a convenience sample through online survey with SPSS 11.0. Based on the results, the paper gives advices to electronic commerce practitioner from privacy and security control, company brand and size, website characteristic and consumer individuation need.The empirical research results shows that antecedents which may influence consumer trust are privacy and security control, company brand and size, website longevity, willingness to customize, website advice, perceived ease of use, reliability of electronic commerce technology and family income according to influence degree from great to light. Among the antecedents, privacy and security control, company brand and size are the two most important factors. Antecedents related to online company play greater role than those related to websites. The degree of trustworthiness depends on characters of online company in B2C electronic commerce. The results also show that the importance of privacy and security control, website characteristic in influencing consumer trust is different because of level of electronic commerce in domestic and overseas, so conclusion in foreign literatures can not be used in domestic directly.