A Study of Influential Factors on Consumer Initial Trust Building in China´s e-Marketing Context

Recently, Chinapsilas B2C and C2C e-commerce are expanding rapidly. The shopping online frequency and the number of e-consumers are significant. Although there are huge business chances, most of the Chinese consumers do not trust shopping online and even have no experience of e-purchasing. The level of trust should be upgrading urgently. Because the trust is one of the most important influences on consumer purchase intention, the lack of trust has become the main barrier to further development of e-commerce. Based on consumer and e-marketing perspectives, this study aims to present factors influencing potential e-consumers trust and its consequences in three dimensions: competence, integrity and benevolence. This paper tries to give the proposals of trust building for consumers without shopping online experience.