Commitment and trust on B2C e-commerce

被引：0
|
作者：
Chen, ET [1 ]
机构：
[1] Univ Massachusetts, Dept Management, Lowell, MA 01854 USA
来源：
Innovations Through Information Technology, Vols 1 and 2 | 2004年
关键词：
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Commitment and trust are two important factors in relationship marketing. The sharp meltdown of many Internet companies in the past three years inspires us to investigate the commitment and trust factors in B2C e-commerce. We postulate that there is a lack of relationship commitment and trust among the electronic commerce partakers. This paper focuses on the business to consumer segment of the electronic commerce regarding the effects of relationship commitment and trust on customer's propensity to leave. After surveying more than 260 online consumers, we found that the commitment and trust factors play vital role in customer retention that supports our hypotheses.
引用
收藏
页码：394 / 396
页数：3
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