Abstract Based on the relavant researches on institutionbased trust, in order to explore how the site institution impacts consumer trust in Ecommerce sites and sellers, we build a research model which use site institution as a control means to promote consumer trust and propose related hypotheses. By questionnaire data collection and data analyzing, the research shows that feedback mechanisms, transaction security, service promise significantly effect customer trust in the website, the influence of online services on customer trust in the website is not significant; consumer trust in the website mediate the effect of the site institutions on trust in sellers; Consumer trust in the website directly impacts trust in sellers, customer trust in the website and sellers both have positive effect on customer transaction intentions .
2012, Vol. 9 
