A Study of B2C Consumer's Trust Model

被引：0
|
作者：
Zhang Baoqiang [1 ]
机构：
[1] Henan Univ Technol, Int Sch, Zhengzhou 450001, Peoples R China
来源：
2011 AASRI CONFERENCE ON APPLIED INFORMATION TECHNOLOGY (AASRI-AIT 2011), VOL 1 | 2011年
关键词：
trust; TAM; perceived risk; perceived ease of use; perceived usefulness; ACCEPTANCE; RISK;
D O I：
暂无
中图分类号：
TP39 [计算机的应用];
学科分类号：
081203 ; 0835 ;
摘要：
Technology Research has shown that consumer's trust distinctly affects their acceptance of online shopping due to virtual environment. Moreover, consumer's perception of online shopping risk, convenience and usefulness distinctly affects consumer's trust as well as consumer's acceptance behavior of online shopping. Therefore, this paper puts forward a consumer's trust building model based on TAM to explain online shoppers' behavior, in which consumer's trust plays a core role. The result shows that consumer's online shopping intention is decided by trust, perceived usefulness and perceived risk of online shopping, and consumer's trust depends on consumer's perceived risk, perceived ease of use and perceived usefulness of B2C E-commerce.
引用
收藏
页码：144 / 147
页数：4
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