Research On The Influencing Factors Of Initial Trust In Online Sellers

With the rapid development of internet, the on line C to C business has become the indispensable part in our daily life. Compared with the B to C model, C to C consumers need to take more risk. It can be said,trust is the key to the success of e-commerce. For along time, most research in e-business are concentrated in B to C area. But C to C area which is developing rapidly and accounted for three quarters of the online shopping transactions still lack attention. At the same time, study of e-commerce trust are mostly based on the consumers'experience. If a consumer has no online shopping experience, experience can not him make the first purchase decision. Because China'online shopping penetration rate has been at a relatively low level and the majority of Internet users have no online shopping experience, so research in the initial trust is very urgent.Based on the characteristics of e-commerce and conclusion of the past rese arch related to the trust in e-business, this paper, summarizes the impact factors of C to C consumers'initial trust in the following three areas: website quality factor, shop quality factor, as well as service quality factor, At the same time,the initial trust will be divided into capacity trust and goodwill trust. On this basis, a research model is constructed to explore the effects of three factors on the capacity trust and goodwill trust. We analyzed two kinds of consumers including potential consumers and consumers who have done shopping on line whom we called experienced consumers. We have studied different influenced factors how to influence the initial trust people do on line shopping. At the same time we have compared with the differences between the two kinds of consumers.In this paper, we applied the method of combination of theory and empirical study, not only explained the model reasonable from the view of theory but also designed questionnaire form to give survey to potential consumers and experienced consumers. Through statistics and analysis with spss16.0 to this data, we get that there is great difference between c potential consumers and experienced consumers. At last, basing on empirical study we give some advice to sellers on line respectively.