Factors Influencing Initial Trust in Cellphone Recycling Website: The Moderating Role of Consumers' Environmental Awareness

Cellphone recycling website with advantages such as convenience, efficiency, professionalism and environmental protection, and many other advantages, has become into a new channel for recycling of waste cellphones. And the key for its popularity and successful operation is to obtain the initial trust of consumers. For the influencing factors of initial trust of websites, scholars have researched a lot from the aspects of site factors, consumer and environmental factors. On the basis of previous studies, this paper combines with the characteristics of cellphone recycling sites, considers the effects the environmental responsibility performance of recycling sites and consumer awareness of environmental protection have on initial trust.