Empirical Research on the Evolution of Consumers' Trust in B2C E-business in China

Based on the Technology Acceptance Model and related literatures, this paper proposes an integrated conceptual model of consumers' initial trust in B2C e-business. Empirical research results show that, perceived usefulness, perceived safety, perceived website reputation and propensity to trust significantly positively affect consumers' initial trust in e-vendor, which further positively influence consumers' intention to purchase online, by the complete mediation of attitude; however, the effect of perceived use of use on initial trust doesn't show the statistic significance. Furthermore, there are significant gender differences in the effects of perceived ease of use, perceived safety, perceived website reputation on consumers' initial trust.

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Consumers' Trust Maintenance: From the Perspective of Knowledge-Based and Identification-Based Trust

Luo

Huang

Wang

et al. 2018

2018 15th International Conference on Service Systems and Service Management (ICSSSM)

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Empirical Research on the Evolution of Consumers' Trust in B2C E-business in China

Cited by 5 publications

References 34 publications

Empirical research on consumers' post-transaction general trust in B2C E-business

Empirical research on consumers' post-transaction general trust in B2C E-business

Empirical research on consumers' initial trust and gender differences in B2C e-business

Consumers' Trust Maintenance: From the Perspective of Knowledge-Based and Identification-Based Trust

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