Abstract

This study employs fuzzy-set qualitative comparative analysis (fsQCA) to investigate the impact of e-commerce hosts’ capabilities on consumers perceived trust. It takes the professional capabilities, interactive capabilities, and language expression capabilities of e-commerce hosts as independent variables and consumers perceived trust as the dependent variable to explore the role of the dimensions of e-commerce hosts’ capabilities. Based on the data from 352 valid questionnaires, reliability and validity tests, variable assignment, and calibration were conducted as preprocessing steps. The fsQCA method was used for empirical analysis to identify the complex causal relationships of sufficiency and necessity among variables. The results show that three configurations triggering high consumer perceived trust and one configuration triggering low consumer perceived trust. Practice implications are also drawn based on the empirical analysis results.

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