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1、AnEmpiricalStudyOnConsumerTrustinB2CecommerceinChinaABSTRACTConsumertrusthasbeenmoreandmorerecognizedasanimportantfactorforasuccessfule-commercevendor.Basedonthepreviousresearch,thispaperdevelopedanextendedmodelforanalyzingthemainattributesoftrustoftheusersinChina・Asurveyre
2、gardingthetrustofe-commerceusersisconductedtoempiricallytestthemodel.Theresultshowstheperceivedreputationandsize;thelevelofmulti-channelintegration,thesystemassurance,consumers'propensitytotrustandexperienced-basedfamiliarityareallpositivelyrelatedwithconsumers'trustintheve
3、ndor.Thefindingsmayprovidethesuggestionsforthevendorstoconsiderthetrustworthybytheconsumers.KEYWORDSE-commerce;consumertrust;ChinaI.INTRODUCTIONE-business(electroniccommerce)isdescribedastheprocessofbuying,selling,transferring,orexchangingproducts,services,and/orinformation
4、viacomputernetworksjncludingtheInternet.Therearemanyadvantagesdrivingthegrowthofe-commerceintherecentdecades-Timesaving,agreatervarietyofchoicesandcheaperpricesarethethreemainadvantages.Butlikethetraditionalbusiness,problemsemergease-commercebecomesmorepopular.Theconsumers'
5、trustine-commerceisbecomingthemostsignificantproblem.Oneofthekeyfactorsthatmakeane-commercesuccessfulistheabilitytogainconsumertrust.Trustisdefinedasinthisstudyasaconsumer^positiveexpectationsregardinganvendorsconduct,characterizedasfaith,confidenceandassurance.Trustcreatep
6、ositivefeelingstowardstransactionswithwebretailers,andthusisconsideredasoneofthemajormechanismstoreduceperceptionsofbehavioraluncertaintyrelatedtoactionsofwebretailers[7].Thisresearchisfocusedonexaminingtheinfluentialfactorsofconsumertrustbyempiricalexperimentationtoprovide
7、abasisfore-commercevendorstoimprovetheirbusinesses.I.LITERATUREREVIEW,RESEARCHMODELANDHYPOTHESESTrustisanimportantfactorinmanysocialandeconomicactivities.InthecontextofInternetbusiness,trustiscriticalbecauseofthenatureandalsothelimitationsofonlinebusiness一theinvisibilityoft
8、hetransactionprocess,thephysicalseparationbetweenbuyersandsellers,thephysicalsepar
