Research On Factors Affecting Initial Trust Of The Third-party E-commerce Website For SMEs

As one of the forms of the electronic commerce, the third-party e-commerce website can helpSMEs reduce operating costs and improve benefit at the same time because of its characteristics ofspecialization, low cost, the third party. And "trust" is the foundation of e-commerce development,his presence relates the development of the third-party e-commerce website," Trust" are the mostpopular topics in the commerce research. Initial trust is an important stage in the process of" trust"and is a major breakthrough of studying the problem of" trust ". In the past,the subjects always areconsumers and electronic enterprises. There are very few study about the different forms of theelectronic commerce. As the main body in the third-party e-commerce website--the small andmedium-sized enterprises, how to get their confidence, and make them actively involved in thewebsite, and cooperate with the website. The solution of these problems will effectively promotethe vigorous development of the third-party e-commerce website.The main purpose of this study is to explore the factors affecting initial trust of the third-partye-commerce website for SMEs and the interaction between these factors.This paper studies e-commerce trust model, influence factors and assumptions at home andabroad from theory, research contents and research methods. Laid the foundation of model bysummarizing the existing the influence factors of initial trust. Through the questionnaire survey data,the use of statistical software SPSS and AMOS structural equation software for data processing andanalysis. Using structural equation model, finally get the following conclusion:(1)"Perceived usefulness" and "perceived ease of use" positively affect initial trust;(2)"Financial security awareness" and "Website size and reputation perception" positivelyaffect initial trust;(3)“Scale of enterprises” negative affect initial trust and "Strength of enterprises" positivelyaffect initial trust;(4)"E-commerce adaptability " positively affect initial trust;(5)" The adoption degree of e-commerce of external stakeholders " affects "Value perception"and "Risk awareness";(6)"Trust propensity" positively affect initial trust.