Empirical research on consumers´ initial trust and gender differences in B2C e-business

Based on the Technology Acceptance Model and related literatures, this paper proposes an integrated conceptual model of consumers´ initial trust in B2C e-business. Empirical research results show that, perceived usefulness, perceived safety, perceived website reputation and propensity to trust significantly positively affect consumers´ initial trust in e-vendor, which further positively influence consumers´ intention to purchase online, by the complete mediation of attitude; however, the effect of perceived use of use on initial trust doesn´t show the statistic significance. Furthermore, there are significant gender differences in the effects of perceived ease of use, perceived safety, perceived website reputation on consumers´ initial trust.