A STUDY OF E-TRUST IN ONLINE AUCTIONS

被引：0

作者：

Hsu, Li-Chang ^{[1
]}

Wang, Chao-Hung ^{[2
]}

机构：

[1] Ling Tung Univ, Dept Finance, Taichung, Taiwan

[2] Ling Tung Univ, Dept Mkt & Logist Management, Taichung, Taiwan

来源：

JOURNAL OF ELECTRONIC COMMERCE RESEARCH | 2008年 / 9卷 / 04期

关键词：

E-trust; online auctions; word-of-mouse; relationship marketing; electronic ecommerce;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study attempts to examine the antecedents and outcomes of e-trust in online auctions. Antecedents, technical and social bonds, and outcomes of e-trust were chosen in order to apply the concepts of relationship marketing to electronic commerce and to further develop this conceptual model in the context of online auctions by incorporating these factors into one model. A case has been made that in this conceptual model the concepts of technical and social bonds serve to significantly contribute to word-of-mouse and e-loyalty (behavioral and attitudinal) through e-trust. This study has revealed that technical and social bonds, with the exception of one technical bond (e. g., learning capability), have a significant positive impact on e-trust. E-trust also has a significant positive influence on word-of-mouse and e-loyalty. The implications of this study are that managers need to consider that e-trust, which is an important variable in online transactions.

引用

页码：310 / 321

页数：12

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