The Effect of C2C E-commerce Website Locked-in Stratagem on Custom Trust during Online Production Purchase Procedure

摘要：

In China, C2C e-commerce is becoming more and more promising. While problems like safety still exist in online purchase. Past research indicate that customer trust is one of the most important factors influencing the online deal. This paper mainly tries to figure out the effect of different locked-in stratagems on customer trust. First, 3 dimensions of trust and 5 types of locked -in stratagem are determined based on past research. Then this paper use statistical analysis to find out the different effects of locked-in stratagem and mechanism on online trust. Finally, this research draw 2 conclusions: virtually community is the most effective locked-in stratagem in increasing online trust; emotional locked-in mechanism is far more effect ive than material locked-in stratagem.

关键词： C2C locked-in stratagem customer trust online purchase

作者: Xu Pingping Wang Haobai Wu Haihua

作者单位: Zhejiang University City College, Hangzhou, P.R.China, 310015

会议类型: 国际会议

会议名称: 4th International Conference on Productinnovation Management(第四届产品创新管理国际会议)

会议地点: 武汉

会议语种:英文

页码: 133-137

在线出版日期: 2009-08-22（万方平台首次上网日期，不代表论文的发表时间）