Title :
The Impact of Familiarity and Reputation on Consumer Trust in E-Commerce
Author :
Yao, Gongan ; Li, Qi
Author_Institution :
Sch. of Econ. & Finance, Xi´´an Jiaotong Univ., Xian
Abstract :
Lack of trust is one of the most important factors slowing down the growth of B2C electronic commerce. When rules and customs are not sufficient, consumers rely on familiarity and reputation as primary mechanisms to reduce transaction uncertainty. This study validates the impacts of perceived familiarity and perceived reputation on consumer trust in B2C electronic commerce. A research model is proposed and tested using structural equation model. It is found that perceived familiarity, perceived reputation, and perceived security control are important antecedents to online consumer trust. It is also discovered that both perceived familiarity and perceived reputation have a positive impact on perceived security control.
Keywords :
consumer behaviour; electronic commerce; transaction processing; B2C electronic commerce; e-commerce; online consumer trust; perceived familiarity; perceived reputation; perceived security control; transaction uncertainty; Electronic commerce; Equations; Ethics; Finance; Internet; Law; Legal factors; Security; Testing; Uncertainty;
Conference_Titel :
Wireless Communications, Networking and Mobile Computing, 2008. WiCOM '08. 4th International Conference on
Conference_Location :
Dalian
Print_ISBN :
978-1-4244-2107-7
Electronic_ISBN :
978-1-4244-2108-4
DOI :
10.1109/WiCom.2008.2183