An research on the influencing factors of initial trust in C2C e-commerce

In the area of e-commerce in China, the initial trust of consumers in business has become the bottleneck to restrict the development of China´s Internet shopping. Based on conclusions of the past research related to the trust in e-business, this paper put forward the four major factors influencing the initial trust of consumers in C2C e-commerce, such as consumers´ perception of the network system, C2C platform perceptual factors, the initial impression of the business and business-to-consumer service commitment, which have been verified through empirical research method. The conclusions of the study will have a positive reference value to promote the development of China´s C2C e-commerce.