An Empirical Research On The Initial Trust In B2c Electronic Commerce

B2C appeared firstly during all of the e-commece models in China, but it just accounts for only 15% of the total of online shopping.There is a huge gap compared with developed countries.Along with more and more C2C website and traditional merchants joining the ranks of B2C e-commerce, as well as national policys support for the develepment of B2C e-commerce, it has welcomed a new development opportunity.But trust, particularly initial trust is becoming the bottleneck it must face during the process of develepement. Therefore, this study focused on the enterprise factors which may affect the customers'initial trust, as well as the different influence of different factors in different conditions.Based on literature research, after identified 13 enterprise factors which may affect the customers'initial trust, this study conceived an concept model,and then tested the Hypothesis and the concept model conceived before.Based on the concept model which has been modified according to the tests,this study framed an initial trust measurement model with it this study analyzed the different influence of different factors in different conditions by the use of the questionnaire data.The dissertation is consisted of seven parts: Introduction Chapter discusses the purposes, meaning, content and methods of the study;Chapter II overviews the former studies of the transaction-trust, the trust model of e-commerce and B2C customers Initial trust;Chapter III identifies 13 factors affecting customers'initial trust from enterprise side and conceives an concept model; Chapter IV describes the data acquisition and preprocessing; Chapter V tests the Hypothesis and the concept model; Chapter VI analyzes the different influence of different factors in different conditions; Chapter VII summarizes the study and disscuse how to enhance the customers'initial trust.The conclusions and recommendations are as follows: 1.In the current e-commerce environment, products and reputation(Including product information, product brand, product prices, reputation and proportion of the enterprise), functionality and website-customers interaction (including the shopping function, website-customers interaction and product reviews), Trading rules (including methods of payment and guarantees) are the major factors affecting the customers'initial trust while the site appearance, speed and website community have little effect on it.2.In the average conditions for the current industry, the 10 factors affect customers'initial trust according to 4 different patterns.3.In different overall conditions, the same factor affect the initial trust according to different patterns which may be diametrically opposite. Therefore, if enterprises try to enhance the customers'initial trust they should be consideration the overall condition their owned comprehensively, otherwise,they will not only result in waste of resources, but even result in decline of the customers'initial.