Customers E-trust for Online Retailers: A Case in China

被引：1
|
作者：
Wang Ruimei [1 ]
Wang Shengxiong [1 ]
Wu Tianzhen [1 ]
Zhang Xiling [1 ]
机构：
[1] China Agr Univ, Coll Econ & Management, Beijing 100083, Peoples R China
来源：
PROCEEDINGS OF THE 2012 EIGHTH INTERNATIONAL CONFERENCE ON COMPUTATIONAL INTELLIGENCE AND SECURITY (CIS 2012) | 2012年
关键词：
E-trust; reputation; security; online retail; CONSUMER TRUST; REPUTATION; MODEL; UNCERTAINTY;
D O I：
10.1109/CIS.2012.134
中图分类号：
TP18 [人工智能理论];
学科分类号：
081104 ; 0812 ; 0835 ; 1405 ;
摘要：
Online retailers are facing increasing competitions, thus, it is very important for them to attract and retain online customers. However, many factors can affect customer trust in online retailing (E-satisfaction) environment. This paper investigates the factors and their impacts on customer E-trust in online retail (B to C, C to C) in China. Based on the literature review and an exploratory study with 50 online customers, we identified a number of key factors that potentially impact on customer E-trust and proposed a conceptual model for E-trust. This model was used to examine how the factors in B to C and C to C e-retailing context influence E-trust. A large scale survey was conducted with 387 online customers. The analytical results demonstrated that customer perceived reputation has a direct positive influence on E-trust while customer perceived security impacts E-trust indirectly through customers' perceived reputation.
引用
收藏
页码：573 / 577
页数：5
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