Different Stages Of Network Trust The Empirical Study Of Influencing Factors

In recent years, China's B2C and C2C e-commerce are developing rapidly. The online purchasing frequency and the number of participants are considerable. Although there are unlimited business opportunities, the Chinese consumer trust crisis for the network often occur. The level of trust is urgent upgrading. Since the trust has a critical influence on consumer behavior intention, the absence of trust has become the main obstacle to the further development of e-commerce. Based on consumer perception perspective, we divided trust into three dimensions: ability, integrity and benevolence and then examined factors affecting online-trust and its consequences. This study also divided consumers into two parts: with internet shopping experience or without. Then we established theory model for each to make a comparison of the initial trust of the consumers without internet shopping experience and the lasting trust of the consumers with internet shopping experience. Then we did survey with samples of college students to investigate their trust in B2C and C2C E-sellers. 361 effective copies of questionnaire were obtained (consumer without internet shopping experience 187, consumer with internet shopping experience 174).We used the Structural Equation Model (SEM) to analyze the data to discuss the relationship between these variables. The results of analysis mainly proved our propositions, including:1. The way of dividing trust into three dimensions (ability, integrity and benevolence) is applicable to China's e-commerce environment.2. The specific differences between two kinds of consumers are as follows: Among the three dimensions of online-trust, integrity and benevolence affect thewillingness to provide personal information of both consumers with or without Internet shopping experience. The factor directly affect the willingness to purchase is only benevolence. Integrity has indirect effect. The most important factor affecting the willingness to purchase of consumer with shopping experience is ability, then integrity. Benevolence and integrity have indirect effect.Consumers without Internet shopping experience rely on static visual perception of the object-level factors (such as ease of use and security of website, reputation of E-seller) to determine whether to trust E-sellers. On the other hand, consumers with internet shopping experience rely more on direct experience of the dynamic interaction rooted factors (such as customer response and communication) to determine whether to trust E-sellers.3. This study also examined whether relationship marketing has an effect on consumer's online-trust. Different from prior research, we found only communication has an effect on trust.