An research on the influencing factors of initial trust in C2C e-commerce

Abstract

In the area of E-Commerce in China, the initial trust of consumers in business has become the bottleneck to restrict the development of China's internet shopping. Based on conclusions of the past research related to the trust in e-business, this paper put forward the four major factors influencing the initial trust of consumers in C2C e-commerce, such as consumers' perception of the network system, C2C platform perceptual factors, the initial impression of the business and business-to-consumer service commitment, which have been verified through empirical research method. The conclusions of the study will have a positive reference value to promote the development of China's C2C e-commerce.