A Study On The Impact Of C2C Website Design Factors On Consumer's Initial Confidence

Though e-commerce is more and more fourish with the popularity of the network, many consumers are lack of trust and holding an expectant attitude to onling shopping. According to the report of Internet Network Information Center of China in July 2010, the penetration rate of online shopping is only 33.8% and the degree is not high. This study examines the relevance of social Perceive to all aspects of website design factors and familiarity with the site on the affect of consumer initial trust, in order to provide the theoretical basis and practical advice for enhancing the consumer's initial trust.In this paper, we combined the methods of theoretical and empirical, qualitative and quantitative research. First analysising the building-model qualitatively, through the extensive survey on Internet, and analyzing the collected data by SPSS 17.0 and AMOS5.0 on for statistical, and the main conclusions are drawn as follows:1. The Website structure and Website content in the Website design factors has a positive impact with social existence, the site familiarity, cognition-based trust and affect-based trust; But its website visual effects only is positive to social presence and cognition-based trust.2. The social existence will be able to enhance the affect-based trust for consumers.3. Consumer familiarity with the site can improve the cognition-based trust for consumers.In the last, the limitations of the study and future research prospects are to be explained.