A Research On Consumers' Trust Transfer Of The B2C

For B2C platform as an effective way of e-commerce,many enterprises become 3rd-party of the B2C platform to develop a new sales channel."Trust" is basis of e-commerce.As trust transfer is a form of trust,it has became a hot topic for more and more scholars.But we review the filed of trust transfer research,we found that most research focus on trust transfer which in different channel,and the researches on online-to-online environment trust transfer are less.In addition,the influences of different relationships between the subjects are lack othe study builds a trust transfer model aiming at analyzing customer's trust on B2Cf discussion.Base on the Theory of Group Entitativity and the Theory of Signal Transmission,platform transfer to the third-party sellers and the effect of relationships of between he subjects on trust transfer.Through collecting 476 effective samples using methods like Factor Analysis o verify the hypothesis.The findings demonsrate that(1)trust in the platform enterprise can be transferred to the third-parties;(2)perceived similarity has a positive effect on the customers' initial trust in third-parties;(3)Perceived control has a positive effect on the customers' initial trust in third-parties,(4)Perceived competition between B2C and hird-parties has a positive effect on the customers'initial trust in third-parties,and perceived competition plays a moderating role in the relationship of perceived similarity and customers'initial trust in third-parties;(5)The customers,initial trust in third-parties is positive with the purchase intention of customers.In addition,propensity to trust has no significant impact on the initial trust of third-parties.The research results of this paper enrich the trust transfer theory.In addition,in order to constructing consumers' trust of online more effectively,the conclusions of the study has the guiding significance for the small and medium enterprises and B2C platform.