On the trust system in China´s B2C electronic-commerce

With the rapid development of world´s information service industry, e-commerce has become the central focus for many international companies and transnational enterprises across the world. China´s e-commerce has already turned into one of major forms of expanding business activities in today´s rapid development. Using e-commerce enterprises can not only reduce transaction cost and raise transactional efficiency in short term, but also can produce strategic profit in the long term. But trust is the key factor to success in online transaction and e-commerce. Business-to-Customer (B2C) is one of the mainstream businesses. From multi-angle, the paper analyzes the trust problems in B2C e-commerce. It first analyzes the causes of lack of trust in e-commerce environment and the characteristics of trust in B2C e-commerce. Then it discusses the trust system in B2C e-commerce from multi-faceted perspective of users, service providers, Internet technology and social environment. Finally, it proposes some ways to set up the trust in B2C e-commerce.