The Different Mechanism of Online Trust and Distrust Formation in Chinese Context

There is widely acceptance and research that consumer trust is a key foundation for online purchase success,but little attention has been paid to distrust. Especially in our cultural,individuals always trust insiders,distrust outsiders,while consumers is exactly transacts with outsiders in online purchase,this make the research about distrust is more important in our country. By incorporating distrust as a distinct entity from trust,this study proposes a mechanism by which trust and distrust are formed,we analyzed how the three dimensions of trust impact trust and distrust respectively,the results indicated ability like the motivator factors in two factors theory,while integrity and benevolence like the hygiene factors. Based on this,the current study further examined the effects trust and distrust on consumer behavior respectively,and findings show that both trust and distrust has no significant influence on consumer willingness to provide information; but distrust has stronger effects on purchase intention than trust.