Research on Evaluation Model of Customer Trust for B2C E-commerce Enterprises

Abstract

As a new commerce business activity, e-commerce is the key to the future economic growth. Customer trust is the survival and development issue for enterprises of electronic commerce, so evaluating customer trust rationally will be the key research. But the customer trust evaluation focus mainly on theoretical study, but less on the empirical analysis and quantitative research. This article finds out the key indicators which influences customer trust based on analysis of survey data that comes from China Internet Information Centre, and makes quantitative the comprehensive evaluation of customer trust for B2C e-commerce enterprise by using factor analysis method.