An empirical study on the initial trust of college students to C2C WeChat shopping

With the rapid development of the Internet, the rise of Wechat not only promotes people's communication, facilitates people's lives, but also provides people with employment opportunities. By 2017, the number of Wechat users has reached 902 million, and the influence of Wechat is growing. At the same time, Wechat shopping is also on the rise, but because Wechat shopping is different from Taobao, it does not have the supervision and protection of third-party platform, so the initial trust research on consumer Wechat shopping can not only explore the factors of consumer trust in Wechat businesses, but also provide suggestions for the better development of Wechat businesses. This paper uses questionnaire survey and regression analysis to explore the influencing factors of consumers' initial trust in Wechat shopping, and also explores the influence of business gender on consumers' initial trust. The results show that in our hypothesis, trust tendency, perceived reputation and interaction have positive effects on consumers' initial trust in Wechat shopping, perceived risk has negative effects on consumers' Wechat shopping, and perceived usefulness has no significant effect on consumers' Wechat shopping. At the same time, it is concluded that consumers who choose female sellers have significant influence on the trust tendency, perceived reputation, interaction and perceived risk of Wechat shopping, while consumers who choose male sellers have significant influence on the trust and perceived risk of Wechat shopping.