Towards a Four-Dimensional Dynamic Trust Model in B2C Cross-Border E-Commerce

Abstract

This paper discusses the specific influencing factors of consumer trust in B2C cross-border e-commerce. It puts forward a comprehensive trust model to provide full-cycle support for the generation and management of the trust. Based on the comprehensive technology acceptance theory (UTAUT), the model adds perceived risk variables. The model comprehensively summarizes the influencing factors of consumer trust from four aspects: public opinion, consumers, enterprises and third-party institutions. The model has good adaptability and can support cross-border e-commerce enterprises to establish and manage consumer trust in different regions and different trust relationship stages.