The Study On The Consumers' Initial Trust For C2C E-Commerce

Drawing on theoretical analysis this dissertation applied questionnaire survey to the Study on the Consumers'Initial Trust for C2C E-Commerce.The survey was con-ducted to investigate more than 590 responses. Different statistical methods, such as canonical correlation analysis, hierarchical regression analysis and Independent-Samples T Test were applied for data analysis. The main findings are as follows.Firstly, by using theoretical analysis, a three-stages of the Consumers'trust for C2C E-Commerce with Web environment trust, Website platform trust and Sellers initial trust is constructed.Secondly, by using correlation analysis and regression analysis, it reveals that Structure assurance and Transaction support are significant predictors of Web environment trust; four independent variables (including Website Reputation, Perceived ease of use, Perceived usefulness, personal information security)affect the Website platform trust; Communication, Positive and negative online reviews affect Sellers initial trust.Thirdly, by using hierarchical regression analysis finds out that Sellers initial trust acted as a mediator between Web environment trust and Consumers purchase intention, between Website platform trust and Consumers purchase intention.Fourthly, individual trust propensity moderated the relationship between Perceived ease of use and Website platform trust.