网上信任危机限制了消费者进行在线交易,提高消费者对在线公司的信任度是促进中国B2C电子商务发展的重要途径。论文对影响中国消费者对在线公司信任的因素进行了实证研究。研究发现,网站隐私保护与安全控制措施及政策、公司的规模与品牌是最重要的因素,消费者个体特征和公司网站的易用性等品质因素对信任没有显著影响。公司应该在安全技术及政策、规模以及知名度等方面采取措施来提高消费者对在线公司的信任度。

Online trust crisis restricts consumers to online business; as a result increasing online company trustworthiness is an important approach for developing B2C electronic commerce in china. This paper carries an empirical research in antecedents of consumer trust. The results show that privacy and security control, and company brand and size are the two most important factors. Consumers' characteristic and perceived ease of use have no significance influence on consumer trust. Online company should take measures to increase consumer trust by improving security technology, and expanding size or brand.