Dynamic online consumer trust forming mechanism research based on Beijing, China

This research identifies a number of key factors related to online consumer trust and establishes a model based on the System Dynamic method to find out the relationships between these factors and trust. This paper provides several contributions. Firstly it reviews the previous works of online trust and identifies the major online trust building factors which mainly consists of business factors, consumer factors, commodities factors, and e-commerce environment factors. Secondly, it builds an online consumer trust forming mechanism model based on the analysis of literature reviews. Thirdly, the causal relationship between the forming factors and consumer trust was analyzed by the simulation of system dynamic method.