The Empirical Study On B2C E-commerce's Institutional Trust

With the development of internet and information technology, B2C E-commerce in China has developed a lot. According to a study of the IResearch company, China's B2C market is￥1.56 billion in the Q2 of 2008. Additional, many C2C companies has started the B2C business, Traditional retailers has attached more and more importances to the online trade, the market will grow rapidly. However, dishonest behavior appears frequently in B2C business because of the specifities of E-Business transaction environment. Trust is a basis of business transaction. Accroding to the empirical study of the B2C E-commerce's institutional trust, this paper provides some constructive suggestions to the government, the industry and the B2C retailers.Firstly, literature review on researches on institutional trust and trust in field of E-business is conducted in the paper. By means of summary of theoretical basis of E-business trust and institutional trust and conclusions of those studies by previous researchers, a convincing theoretical basis for institutionl trust in field of B2C E-commerce factor models in this paper is founded.Secondly, by means of summary of theoretical basis of previous researchers'conclusion, perceived effectiveness of law and technology, perceived effectiveness of Third Party Organization, perceived effectiveness of Feedback System and perceived effectiveness of Scenario Norms make up the concept of the institutional trust in B2C E-commerce. This paper shows the model between institutional trust and trust belief, trust belief and trust intention.Furthermore, the concept model and relative hypotheses are verified by empirical research, which is showed in this paper. Data are analyzed by statistics software tools SPSS 13.0 and Structural Equation Model software AMOS. After explorative and verifiable factor analysis for structural validity test, Structural Equation Model method is used to verify all the hypotheses. The model is modified according to the hints by the software. Empirical reseach results show that trust belief is influenced by perceived effectiveness of law and technology, perceived effectiveness of Third Party Organization, perceived effectiveness of Feedback System and perceived effectiveness of Scenario Norms. That also shows that trust intention is influenced by trust belief.Finally, according to theoretical and empirical research results, this paper proposes five constructive suggestions such as establish and improve laws and regulations, strengthen supvervision of B2C market and industries, promote and develop E-business Third Party Oragnizations, improve the honest Feedback System and improve the site's purchase process and terms of services.