An Empirical Study of Customer´s Online Initial Trust Production Model Based on Consumer´s Perception

B2C e-commerce brings many advantages for online consumers. Meanwhile online consumers face much more uncertainty in B2C e-commerce. Customers´ perception has direct effect on customers´ online initial trust and purchasing intention. Furthermore, customers´ perception affects consumer´s acceptance of B2C e-commerce. According to customer´s perception about B2C e-commerce´s usefulness, ease of use and risk, this paper sets up a consumer´s initial trust production model based on customer´s perception and puts forward 6 hypotheses. A survey was carried out and 102 valid questionnaires were colleted to test the model above. The result shows that customer´s online initial trust were significantly affected by consumer´s perception about B2C e-commerce´s usefulness, ease of use and risk. Moreover, consumer´s risk propensity also affect customer´s online initial trust.