Research On Affecting Factors Of Consumers’ Initial Trust In Vertical B2C E-commerce

Consumers’ initial trust is one of the key issues that affect the survival anddevelopment of vertical B2C e-commerce. According to the existing research results,and on the basis of the Chinese vertical B2C development practice, this articleconstructs a model of multiple factors that affect consumers’ initial trust.Questionnaire survey method is used to collect the required data, and also SEM is usedfor the hypothesis testing. Combined with the research results, this article providessome targeted strategies to enhance the consumers’ initial trust in the vertical B2Cwebsite.Firstly, this article introduces the research background, significance and researchstatus at home and abroad, and points out the shortcomings of Chinese e-commerceconsumers’ initial trust studies. Then it illustrates the meaning and feature of verticalB2C e-commerce, as well as the theories of e-commerce trust and e-commerce initialtrust, which are to establish the theoretical basis for the study.Secondly, this article analyzes the influencing factors of the vertical B2Cconsumers’ initial trust from four aspects: consumer characteristic factors, site-relatedfactors, interaction factors and network environmental factors. And it constructs atheoretical model that contains eight factors.Thirdly, this article makes an empirical analysis on the theoretical modelsaccording to the collected data from the questionnaires. By using SPSS18to makedescriptive statistical analysis, reliability analysis and validity analysis of the349valid questionnaires, and using AMOS21to test the research hypotheses, it obtains theresults that trust propensity, perception of website’s reputation, perceived quality ofinformation, helping each other, perceived site security, and cognitive networkenvironment all affect the consumers’ initial trust significantly, while perception ofwebsite designs and perception of response don’t.Finally, according to the empirical results, the article provides suggestions toenhance consumers’ initial trust in the micro and macro aspects. And the micro-level suggestions are building a high website’s reputation, improving quality of commodityinformation, protecting personal information security and payment security, activatingthe virtual community and segmenting market; The macro-level suggestions areimproving e-commerce legal system, promoting the application of network securitytechnology and spreading the third-party certification.