Title :
Customers E-trust for Online Retailers: A Case in China
Author :
Wang Ruimei ; Wang Shengxiong ; Wu Tianzhen ; Zhang Xiling
Author_Institution :
Coll. of Econ. & Manage., China Agric. Univ., Beijing, China
Abstract :
Online retailers are facing increasing competitions, thus, it is very important for them to attract and retain online customers. However, many factors can affect customer trust in online retailing (E-satisfaction) environment. This paper investigates the factors and their impacts on customer E-trust in online retail (B to C, C to C) in China. Based on the literature review and an exploratory study with 50 online customers, we identified a number of key factors that potentially impact on customer E-trust and proposed a conceptual model for E-trust. This model was used to examine how the factors in B to C and C to C e-retailing context influence E-trust. A large scale survey was conducted with 387 online customers. The analytical results demonstrated that customer perceived reputation has a direct positive influence on E-trust while customer perceived security impacts E-trust indirectly through customers´ perceived reputation.
Keywords :
customer satisfaction; electronic commerce; retail data processing; trusted computing; China; customers e-trust conceptual method; customers perceived reputation; direct positive influence; e-retailing context; e-satisfaction environment; large scale survey; online customers; online retailing environment; Buildings; Consumer electronics; Internet; Privacy; Reliability; Security; Web sites; E-trust; online retail; reputation; security;
Conference_Titel :
Computational Intelligence and Security (CIS), 2012 Eighth International Conference on
Conference_Location :
Guangzhou
Print_ISBN :
978-1-4673-4725-9
DOI :
10.1109/CIS.2012.134
