Effect of Knowledge Sharing in Virtual Community on E-commerce Trust: an Empirical Study Based on Sense of Community

摘要：

How to build E-commerce trust caused by uncertainty and risk in Interact virtual environment is a complex process. Researchers have noticed that virtual community built by E-vendors is important in building consumer trust in E-vendors and some researchers have studied knowledge sharing behavior and its effect on E-commerce trust. But few researchers investigated sense of community and its effect on E-commerce trust. A theoretical model for relationship between knowledge sharing. sense of community and E-commerce trust is proposed. This model is examined through an empirical study involving 203 subjects using structural equation modeling techniques. Research limitations and future directions are discussed based on model fit and hypotheses test.

关键词： Knowledge sharing sense of community E-commerce trust virtual community

作者: Mingsheng He Guilin Zhou

作者单位: Department of Sociology, East China University of Political Science and Law, Shanghai, 201620, China School of Management, Harbin Institute of Technology, Harbin, 150001, China School of Philosophy and

会议类型: 国际会议

会议名称: 第八届武汉电子商务国际会议(The Eighth Wuhan International Conference on E-Business)

会议地点: 武汉

会议语种:英文

页码: 42-50

在线出版日期: 2009-05-30（万方平台首次上网日期，不代表论文的发表时间）