Consumer Trust Formation Model in B-to-C Ecommerce Based on the TAM Theory: An Empirical Study with China Consumers

摘要

Many studies have confirmed that consumer trust is an in important factor which affect consumer’s acceptance of e-commerce. However, according to information asymmetry and technology characteristic of e-commerce, consumer’s perceived risk and perceived ease of use and perceived usefulness of online shopping also affect consumer’s acceptance of e-commerce, meanwhile affect consumer’s trust. This paper puts forward a consumer’s trust formation model integrated with Technology Acceptance Model (TAM), and consume’s trust is the kernel variable in the model. Using this model, this paper tries to explain consumer’s acceptance of e-commerce. Meanwhile some hypotheses are brought forward according to the correlation of variables in the model. Questionnaires were used in the study, and 102 china samples were collected to test the model.