Building Online Trust in Retailing Industry in China

Abstract

In China, online retailing often refers to B2C or B2B2C，is expected to grow up at aggressive rates in the coming years. Since e-commerce stretches transactions over spaces and time, it requires more trust than traditional business does. Therefore, one of the most critical factors preventing the growth of online retailing in China is the lack of trust between consumers and vendors. The model of trust for e-commerce (MoTEC) [7], the categorization framework of trust services [17] and the types of the trust definition [10] will be adopted in this thesis to provide a framework making explicit factors likely to affect customer trust. This paper try to give suggestion in order to use trust service to build the mutual trust relationship between websites and customers, integrating the conclusion of former research with the practical background of e-retailing in China.