Towards a Trust Model for Trust Establishment and Management in Business-to-Consumer E-Commerce

This paper explores the specific factors influencing the consumer trust in B2C e-commerce and proposes a three-dimensional trust model with the ability to provide dynamic support for trust establishment and management. The model summarizes the factors influencing the consumer trust in three aspects that are personal attitude, public opinion and third party. This paper also elaborates on the specific composition of the three factors. It explains the specific variables influencing the personal attitude of consumers; expounds the connotation of public opinion; defines the structure and frame of the third party. The model has good adaptability to serve as a basis for establishing and managing consumer trust in different stages of the trust relationship.