Factors affecting consumers' trust building in B-to-C e-Commerce market of China: An empirical study

B-to-C e-Commerce in China is not as prosperous as people wish. Lacking of consumers' trust is proved one of the major reasons. According to a survey-based study, we find that four major factors, which are technology, business, environment and personal cares and experience, can significantly affect consumers' trust building through eight paths. We also find that in B-to-C market of China, some kinds of consumers have a higher level of trust than the others. Based on these findings, we suggest some actions the enterprises and the government could take to improve the consumers' e-trust.