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Analysis Implications of General Trust Model on Consumers’ Trust in CBEC Sellers

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DOI: 10.25236/iwass.2019.054


Xiao-Peng Zhang, Yan-Ling Cai, Liang Zhao

Corresponding Author

Xiao-Peng Zhang


The rapid development of cross-border e-commerce (CBEC) has been well known in China, but the issue of trust in the trade process has become one of the dominant concerns with the increase in transaction volume, which has then turned out to be a crucial bottleneck that hinders CBEC’s further development. In order to investigate how to increase the trust of consumers to CBEC sellers, the general trust model has been used to analyze the internal and external factors in CBEC transactions, and finds out that the trust problems mainly exist in terms of commodity information, quality and logistics. Finally, it is proposed that the promotion of CBEC sellers' trust in consumers should begin with the formulation of national policies and the choice of platforms and logistics for CBEC sellers.


Cross-border e-commerce; Consumer trust; Factor analysis