Title :
A study on relationship between online trust and E-WOM communication in B2C environment
Author_Institution :
South China University of Technology School, school of business administration, Guangzhou, China
Abstract :
Internet became the main platform for exchange of views on product and word of mouth. In this paper, we define the online seller´s commercial policy reasonableness, website quality, product value as the independent variables, the online trust (online trust beliefs and online trust intentions) as an intermediary variable, to explore the formation mechanism and influence of EWOM Communications.
Keywords :
Business; Communities; Face; Internet; Mouth; Receivers; Reliability; E-WOM; Online trust belief; Online trust intention;
Conference_Titel :
E -Business and E -Government (ICEE), 2011 International Conference on
Conference_Location :
Shanghai, China
Print_ISBN :
978-1-4244-8691-5
DOI :
10.1109/ICEBEG.2011.5881684
