The Research of Factors which Effect B2C E-commerce Trust——Based on the Mechanism of Process

摘要

With the continuous development of Intemet,e-commerce has become flourishing,among which B2C e-commerce has developed especially rapid.However,the problem of consumer trust has become one of the main factors that has hampered the development of B2C e-commerce.This paper focuses on discovering the factors which influence the consumer trust in B2C e-commerce and establishing the consumer trust model of B2C e-commerce.This paper applies the mechanism of process to the B2C e-commerce creatively,then comes up with six stages of e-commerce shopping process,and refines the impact factors for each stage,and finally builds the consumer trust model of B2C e-commerce based on the mechanism of process.As online suppliers have control in the factors I have proposed in my research,the model is helpful not only for theoretical use,but for guiding cyber-marketing practices of enterprises.