An Experimental Research On Web Design Factors Of B2C Website And Customer Trust

With the widespread of Internet in recent years, the amount of Internet users increase rapidly and B2C E-Commerce in China appears to have strong development tendency. However, the online sales volume of B2C in China is very limited now, comparing with that off-line. One of the primary reasons for consumers unwilling to shopping online is lack of trust both in circumstances and online vendors. How to build and maintain the consumers'trust will be significant for vendors in China who have been involved in cruel competition in B2C markets.Based on the theme related documentation, this paper reviews the definition of trust from multiple-subject aspect and multi-perspective, and then summarizes the factors influencing consumer's trust into three categories, including individual-related, environment-related and vendors-related factors. We select the website design factors of vendors-related as main research object, for such factor is the only one that vendors can control in E-commerce. Also on the basis of the documentation, I sum up the factors which may have impact on consumers'trust and group them into two parts: website security related and website service related. The first part, website security includes Transaction Security, Privacy Protection and Third-Party Authorization, and the second part consists of Information Quality, Consumer Recommendation, Navigation & Ease-use and Interaction. And then, according to an initial model in this paper, we design a questionnaire to collect data from Internet. Via Factor Analysis and Path Analysis of Linear Structure Equation Model, we get a primary conclusion of this research that four web design factors directly impact consumers'trust, including Privacy Protection, Third-Party Authorization, Information Quality and Interaction. Furthermore, our research finds that Navigation & Ease-use have an indirect influence on consumers'trust. At the end of this paper, we list the to-be-improved aspects of this research and give an improvement for future work.