An empirical research on the dimensions of consumers´ trust in B2C E-business

In B2C E-business, consumers´ trust plays a critical role in helping them overcome perceptions of uncertainty and risk. Mostly based on the research context in developed countries, prior studies on e-business trust have used diverse, inconsistent definitions of trust, making it difficult to compare results across studies and adapt to China´s consumers. This research proposes a model to measure multiple dimensions of consumers´ trust in E-business in China. The model is empirically tested using an online questionnaire survey. The research results indicate that consumers´ trust is indeed a multidimensional concept, which includes three different sub-constructs: competence, benevolence, and integrity.