Confidence In Empirical Research, E-commerce Start-ups B2b Transactions Based On Image Theory

The missing of trust is the largest obstacle of e-commerce. Only if the trust has been established between the trade parties, the transaction could be finished effectively.Based on the previous research, this study concerned with establishing a feature model about the transaction trust between the participator and the e-commerce venture. Then the author tries to check the validity of explaining the trust establishing mechanism using image theory. At the same time, this study also discusses the relationship between e-commerce trustiness, profit rate, transaction risk and transaction decision-making.This study concludes tow stages. In the first stage, the author validates the research design through interview and case analysis. In the second stage, an internet based experiment was made and totally 72 enterprises attended the experiment effectually.From this study, we can get the following conclusions:1. The factors which influence the trust of the B2B transaction for e-commerce venture include organization legitimacy, institution based trust and the features of e-commerce system.2. It is valid using image theory to explain the trust forming mechanism in e-commerce.3. There are notable relationship between transaction trust and risk in e-commerce, but no notable relationship between transaction trust and profit.4. There is notable relationship between transaction decision-making and transaction trust, same as the profit.Finally, the author gives some suggestion for how to establish transaction trust and promote the development of e-commerce.