A Study of B2C Customers Online Initial Trust Antecedents

摘要：

B2C E-commerce brings many advantages for online consumers. Meanwhile online consumers face much more uncertainty in B2C E-commerce. Customers perception has direct effect on customers online initial trust and purchasing intention. Furthermore, Customers perception affects consumers acceptance of B2C e-commerce. According to customers perception about B2C e-commerces usefulness, ease of use and risk, this paper sets up a consumers initial trust production model based on customers perception and puts forward 6 hypotheses. A survey was carried out and 102 valid questionnaires were colleted to test the model above. The result shows that customers online initial trust were significantly affected by consumers perception about B2C e-commerces usefulness, ease of use and risk. Moreover, consumers risk propensity also affect customers online initial trust.

关键词： Initial trust Perceived usefullness Perceived ease of use Perceived risk

作者: Zhang Baoqiang

作者单位: International School, Henan University of Technology, Zhengzhou 450001, China

会议类型: 国际会议

会议名称: 2010 International Conference on Circuit and Signal Processing(2010年电路与信号处理国际会议 ICCSP 2010)

会议地点: 上海

会议语种:英文

页码: 137-140

在线出版日期: 2010-12-25（万方平台首次上网日期，不代表论文的发表时间）