Research on The Seller’s Factors Influencing Customer Trust of B2C Electronic Commerce
With the rapid popularization and application of Internet, B2C e-commerce develops rapidly in China. But the lack of trust is still an important impeding factor of the development. This paper discusses four sellers factors that influence customer trust, and build up the theoretical model on the basis of these factors. This paper also discusses the importance and influence of the various factors in the model through empirical analysis. According to the result of the empirical analysis, this paper gives B2C e-commerce enterprise some suggestions about management and business.
B2C e-commerce customer trust customer satisfaction seller factors.
Yiyi An Yuanchao Mou
Business CollegeEast China University of Science and TechnologyShanghai, China Business College East China University of Science and Technology Shanghai, China
国际会议
哈尔滨
英文
462-466
2011-01-18（万方平台首次上网日期，不代表论文的发表时间）