Document Type



The great changes of Internet have taken place rapidly for more than 5 years, not only in basic facilities, but also in sorts of products & services provided for customers. The issue on trust in online trade becomes an urgent matter in the development of e-Business. With the survey based 183 users of Internet, this paper analyzes the main factors affecting trust in online trade among Chinese customers. The cause that customers have less trust in merchants is short of useful information. Paying great attention to the information could reach the objective of fostering consumers' trust.