The Process Model of Network Ezchange Trust on the Based of Preference Judgment

摘要：

Today, trust is always the main attention item when research the consumer behavior. And presents many trust models under internet electronic ecommerce. The purpose of this paper is to identify these models and the theoretical framework of previous academic literature. Put forward the process model of the network exchange trust by considering risk factor and preference judgment into the framework. On the based of the model, the research of the network exchange trust will be more full and with which future research efforts of online consumer behavior.

关键词： perceive risk network trust consumer behavior process model preference

作者: Xiong Xiao-yuan Li Jun

作者单位: Southwest jiaotong University, Chengdu,China Chengdu Information Technology University, Chengdu,Chin Southwest jiaotong University, Chengdu,China

会议类型: 国际会议

会议名称: The Ninth Wuhan International Conference on E-Business(第九届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 501-507

在线出版日期: 2010-05-29（万方平台首次上网日期，不代表论文的发表时间）