The study of consumer trust in C2C e-commerce based on reputation score, information disclosure,Online Consumer Review quality

摘要：

Trust has been empirically established as one of the key attributes in C2C e-commerce. In this paper, we focus on the factors that influence trust in e sellers. By using an experimental method, we confirm that sellers reputation, information disclosure and online consumer reviews have positive impact on consumer trust Meanwhile, we found that quality of online consumer reviews (OCR) and information disclosure moderate the relation of sellers reputation and consumer trust. The effect of sellers reputation on consumer trust is greater in information disclosure cases than in no disclosure cases. Compared with low-quality online review cases, the relationship between sellers reputation and consumer is more significant in high-quality online review cases.

关键词： consumer trust sellers reputation information disclosure OCR

作者: Hanpeng Zhang Dongyu chen Ruofan sun

作者单位: Southwestern University of Finance and Economics School of Business Administration Chengdu, China

会议类型: 国际会议

会议名称: 2010 International Conference on Management of e-Commerce and e-Government(第四届电子商务与电子政务管理国际会议 ICMeCG 2010)

会议地点: 成都

会议语种:英文

页码: 184-187

在线出版日期: 2010-10-23（万方平台首次上网日期，不代表论文的发表时间）