126 / 2016-04-02 22:36:40

Research on the influence of Consumer Perceptions on B2C E-commerce Trust

B2C,consumer perception,trust,perceived ease of use ,perceived usefulness,perceived risk

In recent years, although E-commerce develops rapidly in China, the growth of the number of online shopping users has slowed down. The academic circle believed that, trust is an important factor that highly affects the consumer participation in electronic commerce. In the first place, we must understand the influence factors of e-commerce trust. This paper divided consumer perceptions into three aspects: perceived ease of use, perceived usefulness and perceived risk, to study the influence of consumer perception on the trust of B2C E-commerce. Empirical results show that, perceived usefulness has the most obvious effect on consumer trust, followed by perceived risk and perceived ease of use.