An Empirical Study on Consumer Trust in B2C e-Commerce in China

Consumer trust has been more and more recognized as an important factor for a successful e-commerce vendor. Based on the previous research, this paper developed an extended model for analyzing the main attributes of trust of the users in China. A survey regarding the trust of e-commerce users is conducted to empirically test the model. The result shows the perceived reputation and size; the level of multi-channel integration, the system assurance, consumers' propensity to trust and experienced-based familiarity are all positively related with consumers' trust in the vendor. The findings may provide the suggestions for the vendors to consider the trustworthy by the consumers.