The influenced factors to online consumer trust: an empirical research on B2C e-commerce in China

Abstract

Online trust crisis restricts consumers to conduct online business. The authors undertake an empirical research in the influenced factors to the online companies. The research findings show that consumer privacy protection, security control measurements, brand and size of the companies are most important factors, while consumer's characteristics and perceived easiness of using the Web site that have no significant influences on consumer trust.

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