Research On The Seller Factors Influencing Customer Trust Of B2C Electronic Commerce

With the rapid popularization and application of Internet, B2C e-commerce develops rapidly in China. But the lack of trust is still an important impeding factor of the development. The main purpose of this paper is to explore the seller factors that influence customer trust in B2C e-commerce, look for the way to promote the customer trust, thus increasing Customer satisfaction in shopping online and it ultimately promote the further development of B2C e-commerce.The paper has reviewed the relevant literature on the traditional definition of trust and the modem e-commerce definition of trust, then puts the definition of e-commerce trust. On this basis, the paper discuss four seller factors such as enterprise's factor, the safety and sharing of the website, the design of the website, the way of product purchase. At the same time, it takes customer satisfaction as an important act to establish a research model. Then it raises five presumptions and prepared the questionnaire for collecting data.The author analyzes data with SPSS 17.0 Software for Windows in the way of quantitative analysis such as the factor analysis, correlation analysis and regression analysis, so that the conclusions of the empirical study could be obtained. According to the results of the study, this paper gives B2C e-commerce enterprise some suggestions about management and business. From data analysis, the research comes to a conclusion that the enterprise's factor, the safety and sharing of the website, the way of product purchase have positive effects on customer trust. The design of the website has no significant effects on customer trust. At the same time, customer trust has positive effects on customer satisfaction.