Empirical Research On Factors On Consumer Initial Trust On E-commerce Enterprise

Business-to-consumer (B2C) e-commerce has been developed rapidly in China inrecent years, some B2C websites focus on their core products or services, while muchmore B2C websites start to diversify their products and services and becomecomprehensive online shopping platforms. Under this tendency, a lot of newcomprehensive B2C websites have emerged in the e-commerce market. Because ofthe virtual and anonymous nature of e-commerce environment, trust becomes thecornerstone of e-commerce. Breaking faith to consumers will bring a catastrophe to aB2C website’s development in the era of web2.0. So it’s very meaningful toinvestigate the factors which can influence a consumer’s initial trust on thefirst-visited B2C website. This paper try to conduct a modeling and empirical researchon the factors of consumer initial trust on e-commerce enterprise, with the purpose ofexploring the influencing factors of consumer initial trust.First of all, this article represents the purpose and significance of the research andreviews national and international literature about the trust. Second, based on theexisting trust theories and empirical researches, our research puts forward6influencing factors on consumer initial trust according to the method of analogy andgeneralization, test the relationship between every influencing factor and initial trust,the results are showed as follows: dispositional trust shows a significant positiveimpact on the three dimensions of the initial trust; the dimension e-commerceenterprise groups trust and the dimension online shopping benefit trust of the onlineshopping environment trust present a significant positive impact on the capacity, theintegrity and the business ethics, the three dimensions of the initial trust, but thedimension online shopping security trust has not a significant impact on initial trust.E-commerce enterprise’s reputation and scale shows a significant positive impact onthe three dimensions of the initial trust. Website quality(including website easy of useand rules rationality) also has a significant positive impact on initial trust, formalconstraints(including law and technology constraints and third-party constraints), thedimension of law and technology shows a significant positive impact on initial trust,the dimension of third-party constraints shows a negative impact on initial trust.informal constraints are recommendations and comments, it has a significant positiveimpact on initial trust.