Abstract
With the continuous development of Internet, 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.
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