Research on Influencing Factors of Consumer Trust in B2C E-commerce

摘要

With the development of e-commerce in China, consumers' lack of trust in online transactions has become the main obstacle to the development of business applications. Due to the openness of Internet transactions, there is a great difference between the consumer trust and the traditional consumer trust under the background of e-commerce. Through combing the relevant research results of B2C consumer trust at home and abroad and the current situation of B2C network consumption in China, this paper studies the influencing factors of consumer trust under the background of e-commerce. Starting with the factors of consumers, B2C enterprises, B2C websites and the environment of e-commerce, this paper puts forward the influencing factors and development countermeasures of consumer trust under the background of e-commerce.