A Three-Dimensional Integrated Trust Model for Trust Formation in B2C E-Commerce

The Internet has many unique advantages, including high interaction, convenience, transparency and individualisation, which make its online transaction mode increasingly popular among businesses and consumers. In recent years, the volume and amount of transactions in the business-to-consumer (B2C) electronic commerce (e-commerce) market show a trend of rapid development. However, with the broad application of the e-commerce mode, hidden problems have begun to gradually emerge, and trust issues, arising from the anonymity and virtuality of online transactions, have become a bottleneck that restricts further development of e-commerce. Therefore, enterprises and academics have focused on how to increase the online trust of consumers.