A multi-dimensional trust model in e-commerce

Abstract

Usually, consumers are hesitant to make purchases online due to its virtual and uncertain attributes. In fact many online consumers are deceived, leading to the problems of the e-commerce trust. This paper primarily focuses on the trust of e-commerce. The research is due to discuss the formation of trust mechanism and the antecedents of it, to develop a theoretical framework describing a trust-based decision-making process upon which consumers make online purchases and to conduct an experiment. Compared with those that take in only a few influential factors instructing consumers' online purchase, our multi-dimensional trust model has great superiority. Ultimately, we propose advisable solutions concerning how to improve the trust in e-commerce.