Empirical Research on Consumers' Initial Trust and Gender Differences in B2C E-business

Based on the Technology Acceptance Model and related literatures, this paper proposes an integrated conceptual model of consumers' initial trust in B2C e-business. Empirical research results show that, perceived usefulness, perceived safety, perceived website reputation and propensity to trust significantly positively affect consumers' initial trust in e-vendor, which further positively influence consumers' intention to purchase online, by the complete mediation of attitude; however, the effect of perceived use of use on initial trust doesn't show the statistic significance. Furthermore, there are significant gender differences in the effects of perceived ease of use, perceived safety, perceived website reputation on consumers' initial trust.