B2c Environment Students Antecedents Of Website Trust And Purchase Intention

The paper mainly studied the relationship among consumers' trust, the antecedents of trust, purchasing intention in the website.There are three stages in the paper. First of all, the author proposed a basic theoretical model and hypothesis through literature review. Secondly, the initial model was tested by an interview. Finally, data were collected 240 students in China using questionnaires. The theoretical model and hypothesis have been analyzed empirically by the software of SPSS 15.0 The hypotheses were largely supported. The main results were showed as follows:1. The three-dimensional structure and scale of trust were also valid in e-commerce context of China. The trust included Integrity, Benevolence and ability.2. We a basic theoretical model and hypothesis through literature review divided that there are four categories of antecedents that influence consumer trust towards electronic commerceentities. These comprise: Cognition-based, Affect-based, Experience -based, Risk-based antecedents.3. The information quality, reputation, familiarity of the Website have significant positive impact on Internet consumers' trust in the website .Interestingly, the presence of privacy concerns, security concerns, third-party seal did not significant impact on Internet consumers' trust in the website.4. Website consumers' trust have significant positive impact on their purchasing intention; consumers' perceived risk have significant negative impacts on their purchasing intention.5. consumers'trust mediates the relationship between information quality, reputation, consumers' perceived risk and purchasing intention wholly. consumers' trust mediates the relationship between familiarity and purchasing intention partly.trust in the website, purchasing intention, B2C e-commerce the antecedents of trust...