A Research On Consumers’ Trust Transfer From The B2C Platform Enterprise To The Third-party Enterprise

Small and medium-sized enterprises which are booming nowadays have become an important force of our nation economy in the improving economic climate. That the B2 C platform facilitates the transition of small and medium-sized enterprises from traditional business mode to e-business mode makes it an important role in the B2 C market. The low level of brand awareness, marketing abilities or financial strength leads to the lack of consumers’ online trust in small and medium-sized enterprises which are named 3rd-party enterprises on the B2 C platform. Consumer’ online trust is an important factor in purchasing decisions making. So, consumer’ online trust is a basic issue when small and medium-sized enterprises are considering the transition. In conclusion, the study of Consumer’ online trust in 3rd-party enterprises is meaningful to the development of small and medium-sized enterprises currently.Based on the Theory of Group Entitativity and TAM, this study builds a model of trust transfer from the B2 C platform to the third-party enterprises. The analysis of trust transfer process and the impact of perceived similarity between them on the initial trust in third-parties through 317 effective samples using methods like Factor Analysis, SEM finds that trust in the platform enterprise can be transferred to the third-parties; both perceived usefulness and perceived ease of use are mediated variables in this process. In addition, perceived similarity has a positive effect on the initial trust in third-parties, and the initial trust in third-parties is positive with the purchase intention. At last in the paper, strategy recommendations as well as future research are mentioned based the research results.