An Research on the Influencing Factors of Initial Trust in C2C E-Commerce

摘要：

In the area of E-Commerce in China, the initial trust of consumers in business has become the bottleneck to restrict the development of Chinas internet shopping. Based on conclusions of the past research related to the trust in e-business, this paper put forward the four major factors influencing the initial trust of consumers in C2C e-commerce, such as consumers perception of the network system, C2C platform perceptual factors, the initial impression of the business and business-to-consumer service commitment, which have been verified through empirical research method. The conclusions of the study will have a positive reference value to promote the development of Chinas C2C e-commerce.

关键词： C2C e-commerce initial trust influencing factors individual tendency to trust

作者: Lu Xiaoping Wang Hai

作者单位: School of Management,Zhejiang Gongshang University,Hangzhou,P.R.China

会议类型: 国际会议

会议名称: 2009 6th International Conference on Service Systems and Service Management( 2009 第六届服务系统与服务管理国际会议)

会议地点: 厦门

会议语种:英文

页码: 762-765

在线出版日期: 2009-06-08（万方平台首次上网日期，不代表论文的发表时间）