Research on Influencing Factors of Consumer Trust in B2C E-commerce

With the development of e-commerce in China, consumers' lack of trust in online transactions has become the main obstacle to the development of business applications. Due to the openness of Internet transactions, there is a great difference between the consumer trust and the traditional consumer trust under the background of e-commerce. Through combing the relevant research results of B2C consumer trust at home and abroad and the current situation of B2C network consumption in China, this paper studies the influencing factors of consumer trust under the background of e-commerce. Starting with the factors of consumers, B2C enterprises, B2C websites and the environment of e-commerce, this paper puts forward the influencing factors and development countermeasures of consumer trust under the background of e-commerce. Keywords—Consumer trust; E-commerce; Influencing factors I. REVIEWED JOURNALS A. The definition of trust The early scholars' views on trust were mainly influenced by the definition of trust by Deutsch (1958). He defines trust as: "A person who has confidence in the occurrence of something means that he expects it to happen and acts accordingly in accordance with that expectation. " Although he knew that if it did not happen as expected, the harm it could do to him would be greater than the benefits it might bring if it happened as scheduled. " On this basis, Hosmer (1995) defines trust as: "Trust is an irrational choice behavior made by an individual in the face of an unpredictable event in which the expected loss is greater than the expected benefit. " This definition shows that trust has three basic characteristics. First, trust is an individual expectation, which will be expressed through action; second, trust is needed only if it is not fully sure of future events; third, trust is an irrational behavior. B. The influencing factors of trust The relevant literature on trust points out that the characteristics of the trustee, the characteristics of the trustee and environmental factors will affect the formation of trust. Many studies have discussed how the characteristics of the trustee affect the formation of trust, and some studies have analyzed what characteristics the trustee uses to judge whether the other party is trustworthy or not. Other studies have explored the effects of environmental variables on trust formation. 1) The fiduciary factor Because it is the fiduciary party that forms trust, the personality characteristics of the fiduciary party will have an impact on the formation of trust. Personality traits refer to the stable and lasting response to stimuli in the environment (Allport,1994). Personality traits are divided into individual unique personal characteristics and group common general characteristics. In order to avoid confusion of concepts, Allport (1994) defines personal traits as "personal dispositions", defines "traits" as fairly persistent reactive tendencies, which are the basic structural units of personality. Schlenker, Helm, Tedeschi (1973) the prisoner's dilemma model was used to study the effects of personality traits and environmental variables on trust behavior. In this study, Rotter (1967) interpersonal trust scale (ITS) was used to measure personality trust variables (the general tendency to trust others). The experimental results show that both personality variables and environmental variables can affect trust behavior, but environmental variables (the credibility of commitment) have a greater impact on trust behavior than personality variables ( general trust tendency). 2) Fiduciary factors Before judging whether the other party is trustworthy, the trustee will consider the characteristics of the trustee. Because people can't directly observe whether the other person is trustworthy or not, the trustee will use a variety of "clues" (cues) to determine whether the other person is trustworthy or not. Jennings (1971) and Gabarro (1978) used open diagnostic interviews (open-ended clinical interviews) to analyze the necessary conditions for trust formation. Through the analysis of the interview results, Jennings (1971) summed up the following four trusted characteristics: loyalty (loyalty), accessibility (accessibility), helpful (availability) and predictability (predictability),. They are necessary for the fiduciary party to form trust in the trusted party. 3) Environmental factors Human abilities are limited and are usually limited to their own areas of expertise. Therefore, with the change of the environment, the degree of trust in the same person will change accordingly. This is mainly because people, due to changes in the environment, the assessment of risk will also change, and then decide whether to trust each other or not. International Conference on Contemporary Education and Society Development (ICCESD 2019) Copyright © 2019, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). Advances in Social Science, Education and Humanities Research, volume 332