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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 consumer's acceptance of B2C e-commerce. According to customer's perception about B2C e-commerce's usefulness, ease of use and risk, this paper sets up a consumer's initial trust production model based on customer's 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 customer's online initial trust were significantly affected by consumer's perception about B2C e-commerce's usefulness, ease of use and risk. Moreover, consumer's risk propensity also affect customer's online initial trust.
Date of Conference: 12-14 Oct. 2008