A Study On The Relationship Between Website Presence、 Consumer’s Trust And Purchase Intention In B2C Environment

B2C and C2C dominate In the e-commerce model. B2C is booming in recent years,its speed gradually over the C2C market, according to Research data show that China’sonline shopping market in B2C transactions reached650billion yuan in2013, accountingfor35.1%of the overall network shopping market transaction, but still could not shakethe status of C2C which occupy half of the sky. Therefore, the study of consumer purchaseintention in B2C shopping site is urgent important. According to numerous studies haveshown that trust remain a key factor in the current constraints of consumers onlineshopping. However, in the study of consumer trust and purchase intention in the Internetenvironment, which mostly focused on fair and satisfactory of shopping process’factorswhile ignoring to raise their presence to the level of consumer perception. Therefore, thisstudy choose B2C shopping site as the empirical research establishments, on the basis ofTechnology Acceptance Mode, we add perceived risk and consumer’s trust as the internalfactors to the modal, and add website presence as the external factor to the modal, in orderto explore the relationship between website presence、consumer’s trust and purchaseintention in B2C environment.In this paper, we combined the methods of theoretical and empirical, qualitative andquantitative research. First analyzing the building-model qualitatively, through theextensive survey on Internet,and analyzing thee collected data by SPSS19.0，on forstatistical, and the main conclusions are drawn as follows:(1) perceived ease of use and perceived usefulness have a positive impact onconsumer confidence and purchase intention, while perceived risk has a negative impact onconsumer confidence and it has no significant impact on willingness to buy;(2) Social presence can positively influence customer perceived ease of use, perceivedusefulness, consumer confidence and purchase intention, and negatively influence perceived risk;(3) Perceived ease of use, perceived usefulness and perceived ease of risk can partlymediate the relationship between perceived ease of use and consumer trust, and perceivedease of use can fully mediate the relationship between perceived usefulness and consumertrust.In the end of this article, the author analysis the conclusions of this study in depth, andput forward enlightenments in both theory and practice, as well as the limitations of thestudy and future research prospects.