Factors Impacting Chinese Consumers' Macro-Level Trust on B2C E-commerce: An Empirical Study

Developing consumerspsila macro-level trust in e-commerce environment is critical for online vendors. This type of trust provides the threshold for consumers to begin buying online. As an effort to understand Chinese consumerspsila macro-level trust, the study analyzes the status of e-commerce in China, and provides a research model for investigating the main antecedents influencing consumerspsila trust in the environment. Consumerspsila macro-level trust was analyzed from three aspects: environment based factors, Web-merchant related factors and consumer related factors. With the online survey method, empirical results are also presented. The results indicate that the word of mouth referral of the environment, among others, has the stronger effect on consumerspsila macro-level trust.