The Influence of Web Store Information Presentation on Online Trust and Willingness to Buy
Trust is a very important concept in ecommerce field. When consumers are shopping online, the information of web store effects the online trust and willingness to buy, and this relationship is affected by the product type. This paper employs the field study to test this model. The result shows that we can find an effective way to differentiate the website information presentation, and the product category effects on the relationship between it and the online trust. This conclusion can enlighten both the web store and the vendors, and make a supplement to the web store preferences theory.
C2C web store information presentation online trust willingness to buy
LIAO Yichen LIU Yi ZHAI Qinli
School of Economics and Management, Wuhan University, P.R.C.
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
805-810
2010-05-29（万方平台首次上网日期，不代表论文的发表时间）