A Study of B2C Consumers Trust Model

摘要：

Technology Research has shown that consumers trust distinctly affects their acceptance of online shopping due to virtual environment. Moreover, consumers perception of online shopping risk, convenience and usefulness distinctly affects consumers trust as well as consumers acceptance behavior of online shopping. Therefore, this paper puts forward a consumers trust building model based on TAM to explain online shoppers behavior, in which consumers trust plays a core role. The result shows that consumers online shopping intention is decided by trust, perceived usefulness and perceived risk of online shopping, and consumers trust depends on consumers perceived risk, perceived ease of use and perceived usefulness of B2C E-commerce.

关键词： trust TAM perceived risk perceived ease of use perceived usefulness

作者: Zhang Baoqiang

作者单位: International School, Henan University of Technology, Zhengzhou 450001, China

会议类型: 国际会议

会议名称: 2010 International Conference on Circuit and Signal Processing(2010年电路与信号处理国际会议 ICCSP 2010)

会议地点: 上海

会议语种:英文

页码: 141-144

在线出版日期: 2010-12-25（万方平台首次上网日期，不代表论文的发表时间）