An Analysis for Elements of Affecting the Establishment and Promotion of Micro-business Trust in C2C Model underWeChat Circumstance

被引：0
|
作者：
Wang, Ailing [1 ]
Sun, Jie [1 ,2 ]
Li, Leiming [1 ]
机构：
[1] China Univ Petr East China, Sch Econ & Management, 66 Changjiang West Rd, Qingdao, Shandong, Peoples R China
[2] Cent South Univ, Business Sch, 932 Lushan South Rd, Changsha, Hunan, Peoples R China
来源：
ACM TRANSACTIONS ON ASIAN AND LOW-RESOURCE LANGUAGE INFORMATION PROCESSING | 2021年 / 20卷 / 03期
关键词：
WeChat circumstance; micro-business; establishment and promotion of trust; LOYALTY;
D O I：
10.1145/3398011
中图分类号：
TP18 [人工智能理论];
学科分类号：
081104 ; 0812 ; 0835 ; 1405 ;
摘要：
The core of micro-business and consumer transactions is trust. Based on the Theory of Reasoned Action and Technology Acceptance Model, this article discusses the factors of the establishment and promotion of micro-business trust from the trust orientation of consumer, the trust of WeChat businesses, and the trust of WeChat platform. Data were obtained by questionnaire, and SPSS software was used for data reliability and multiple regression analysis. It is concluded that all three levels have a significant positive impact on the establishment and promotion of C2C mode micro-business trust. The trust of WeChat businesses and the trust of WeChat platform have a greater influence on the establishment of micro-business trust. The trust orientation of consumer and the trust of WeChat businesses have a greater impact on the promotion of micro-business trust. Among them, the WeChat business trust level is the most important factor.
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页数：11
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