The Factors Influencing Purchase Intention in C2C E-Commerce: an Empirical Study in China
This paper tries to construct trust and Technology Acceptance Model (TAM) in an integrated theoretical framework of online consumer behavior. We use online questionnaire and SEM to test hypothesis about the relationship between trust,TAM and online shopping. The results show that perceived usefulness,perceived ease of use and trust are significant positive predictors of buyers intentions toward online shopping,and the Escrow service,perceived service quality and credit rating system play significant roles in establishing consumers trust in sellers. Some suggestions have been given to sellers and C2C E-Commerce service providers based on the research results.
E-Commerce Online shopping Technology Acceptance Model (TAM) Purchase Intention Trust
Deng Zhihong Shi Lei Shao Bingjia
Shenzhen Institute Of Information Technology,Shenzhen,518029,China School of Economics and Business Administration,Chongqing University,Chongqing,400030,China
国际会议
南宁
英文
37-41
2010-12-10（万方平台首次上网日期，不代表论文的发表时间）