DocumentCode
1657808
Title
An Empirical Study on Inexperienced Online Consumer´s Window Shopping Behavior in China: A Trust Analysis Model
Author
Gu, Hong
Author_Institution
Dept. of Tourism Manage., Central China Normal Univ., Wuhan, China
fYear
2011
Firstpage
1
Lastpage
4
Abstract
From the perspective of trust theory, this essay established a model of inexperienced consumers´ window shopping behavior in China context. The results indicate that most Chinese inexperienced consumers only do window shopping, at least partly, because they perceived low trust during e-shopping which induce them to stop more involving. The study also proved that uncertainty is negatively related to trust in the process of online shopping. With high trust they would prefer to do window shopping.
Keywords
Internet; consumer behaviour; retail data processing; security of data; Chinese inexperienced online consumer window shopping behavior; e-shopping; trust analysis model; trust theory; Analytical models; Internet; Load modeling; Marketing and sales; Reliability; Uncertainty; Visualization;
fLanguage
English
Publisher
ieee
Conference_Titel
Wireless Communications, Networking and Mobile Computing (WiCOM), 2011 7th International Conference on
Conference_Location
Wuhan
ISSN
2161-9646
Print_ISBN
978-1-4244-6250-6
Type
conf
DOI
10.1109/wicom.2011.6040647
Filename
6040647
Link To Document