An Empirical Study of Consumer's E-commerce Initial Trust Antecedents

Technology Acceptance Model (TAM) is a universal model to explain people's behavior in acceptance of new technology. B2C E-Commerce is outcome of information technology, and it brings a convenient shopping way for consumers. Meanwhile, online shopping puts consumers into a more complicated shopping environment. Research has shown that consumer's trust distinctly affects their acceptance of online shopping due to virtual environment. Moreover, consumer's perception of online shopping risk, convenience and usefulness distinctly affects consumer's trust as well as consumer's acceptance behavior of online shopping. Therefore, this paper puts forward a consumer's trust antecedents model based on TAM to explain online shoppers' behavior, in which consumer's trust plays a core role. The result shows that consumer's online shopping intention is decided by trust, perceived usefulness and perceived risk of online shopping, and consumer's trust depends on consumer's perceived risk, perceived ease of use and perceived usefulness of B2C E-commerce.