Effects of a Trust Mechanism on Chinese buyers decision-making in C2C Market
after international financial crisis, more and more people tend to shopping online in China. In this paper, we devoted to find some crucial factors that affect buyers’ decision-making and gave some suggestions to sellers and buyers to improve decision-making. Referring to some prior researches of trust mechanism, we found four factors that will affect the buyers trust, namely perceived products, perceived service, perceived delivery and perceived risk. And the buyers trust would make great effect on their shopping decision-making. Thus a buyers decision-making model is proposed and several hypotheses was set. We conducted an empirical study to test the model and hypotheses. The results supported all the hypotheses and approved the effects of factors to buyers decision-making. Our study not only help the online buyers make a wise shopping decision, but also encourage the online sellers to improve the relationship with their customers.
shopping decision-making Trust Mechanism C2C E-Commerce
Yun Yang Juhua Chen
Management School, Shunde Polytechnic, Foshan, Guangdong, P,R.China School of Computer Science, Sun Yat-sen University, Guangzhou, Guangdong, P.R. China
国际会议
The Ninth Wuhan International Conference on E-Business(第九届武汉电子商务国际会议)
武汉
英文
962-968
2010-05-29（万方平台首次上网日期，不代表论文的发表时间）