Empirical Study On The Factors Of Consumer Trust In B2C Electronic Commerce

In recent years, B2C e-commerce has got a rapid development in China ,getting a stong attention from the government,the enterprises and the academia. So far,compared with the entity stores, B2C e-commerce online revenue is quite limited whenever in China or in the United States.One of the main reasons why the consumers do not want to consume online is lack of trust.It is a hot topic now between academic and e-business to build consumer confifence on the basis of the research on factors of consumer trust in B2C e-commerce.The main purpose of this paper is to explore the impact of the factors of consumer trust in B2C e-ommerce, look for the way to promote the consumer trust,thus increasing consumer purchasing intention and it ultimately promote the further development of B2C e-commerce.The paper selects the four variables for B2C e-commerce features as the former impact on consumer trust on the basis of all the literatures. At the same time, it takes purchasing intention as an important act to establish a research model.Then it raises five presumptions.The author analyzes data in the way of quantitative analysis with SPSS11.5 software for Windows. From data analysis, the research comes to a conclusion that Website reputation,transaction security control and consumers' sense of trust have positive effects on consumer trust. E-commerce environment has not significant effects on consumer trust. At the same time, consumer trust has positive effects on consumer's intention to deal.In end of the paper, the author puts forward some advices to B2C e-commerce based on the research."Transaction security control" is a key factor affecting consumers' trust level when shopping in B2C businesses,so, take practical measures to enhance the transaction security; "website reputation" is also an important factor, thus merchants must shape the business through the company's brand ,enhance site quality, foster professional site image and adopt "market oriented" online marketing activities to establish a corporate brand image. In addition, merchants need to strengthen the integrity of the whole society mechanisms through advocacy and education of the whole society.