Research on Online Consumer Building Trust and Sharing Information through Value Congruence
This study explores how value congruence influences online consumers trust in B2C transactions,and thus consumers are willing to give personal information to the organization freely. This article establishes the structural equation modeling based on three assumptions,and then surveys 200 samples by questionnaire. The results pass the reliability and validity test and support the hypothesis originally proposed. This study finds value congruence has some direct effects on building trust and the willingness to disclose personal information. When consumers perceive similar value with the organization,they tend to take some measures to help this organization,because they believe that their behavior support and protect their espoused philosophy. This research helps online enterprises concern the importance of value congruence.
information disclosure value congruence E-commerce privacy trust
Zhao Yunxia Zhao Dongmei Liu Mingming
College of Economics and Management,China Agricultural University,100083,China
国际会议
The Tenth Wuhan International Conference on E-Business(第十届武汉电子商务国际会议)
成都
英文
462-471
2011-05-13（万方平台首次上网日期，不代表论文的发表时间）