Research on Initial Trust in a B2C E-Vendor

One of the most important reasons why many web users do not shop online is the lack of trust in e-vendors. This research proposes a model to examine how new consumers develop their initial trust in a B2C e-vendor after their first experience with the e-vendor's website. The model is empirically tested using an online questionnaire survey. The research results indicate that new consumers' perceived e-vendor reputation and perceived privacy protection and safety assurance significantly positively affect their initial trusting belief in the e-vendor. Disposition to trust, perceived usefulness and ease of use of the e-vendor's website are also significant antecedents of initial trust, which further extraordinarily significantly positively affect consumers' online shopping intention.