The Impact of Trust Formation,Trust Transference,and Perceived Risk in Online Group-Buying Context
Online group-buying of innovative Internet-based commercial transaction have been in vogue for revent years. This study investigates formation of three types of trust,trust transfer.and perceived risk in an online group-buying environment. The correlation between the formation of these three types of trust (trust in website,trust in initiator,and trust in store) and the intention of online group-buying consumers requires using the theory of reasoned action theory (TRA). Data collected from 251 of Ihergo group-buying websites customers provide strong support for the research model. Finally,our study offers several comments and suggestions regarding the implications of the research,including research limitations and future research direction.
group-buying trust formation trust transfer risk trust in initiator
Meng-Hsiang Hsu Li-Wen Chuang Shu-Ping Chiu
Department of Information Management,National Kaohsiung First University of Science and Technology,K Graduate School of Management,National Kaohsiung First University of Science and Technology,Kaohsiun Graduate School of Design,National Yunlin University of Science and Technology,Yunlin 640,Taiwan
国际会议
西安
英文
1619-1624
2011-12-23（万方平台首次上网日期，不代表论文的发表时间）