An Empirical Study of Online Third Party Guarantee Service Effect
Consumers perceived trust risk is one of the main bottlenecks to online purchasing, and now many websites resort to the third party guarantee service to reduce Consumers perceived risk, and promote their trust However, there are few empirical studies to prove whether this kind of online trust service have outstanding effect, and whether its attributes and service contents both have significant influence on consumers trust? In order to settle puzzle above, this article took the online third party guarantee service as the objects, and collected data of 225 university students through online simulation shopping. Regression analysis was applied to the data and finally got some useful concludions.The online third party guarantee service has significant effect in promoting consumers trust. And the service provider attributes and service contents have positive significant effect on consumers trust. Moreover, the service provider attributes have bigger effect than service contents comparatively.
Electronic commerce Consumers trust Effect Third party guaranteeservice
Xiao Kaihong
School of Management Henan University of Technology Zhengzhou, P.R.China
国际会议
西安
英文
689-692
2010-08-07（万方平台首次上网日期，不代表论文的发表时间）