Empirical Research on Antecedents of Consumer Trust in B2C Electronic Commerce of China

Shao Bing-jia   Meng Xian-qiang  Zhang Zong-yi

(College of Economics and Business Administration, Chongqing University, Chongqing 400030, China)

Abstract： Online trust crisis restricts consumers to online business; as a result increasing online company trustworthiness is an important approach for developing B2C electronic commerce in china. This paper carries an empirical research in antecedents of consumer trust. The results show that privacy and security control, and company brand and size are the two most important factors. Consumers’ characteristic and perceived ease of use have no significance influence on consumer trust. Online company should take measures to increase consumer trust by improving security technology, and expanding size or brand.   

Key words: electronic commerce; consumer trust; antecedents; empirical research