Title :
A Study of Online Purchase Intention: Based on the Perspective of Customer Trust
Author_Institution :
Sch. of Bus., Jianghan Univ., Wuhan, China
Abstract :
This paper takes on online shopping environment into account, combs the relationship between customer trust and customer purchase intention based on existing literature, and discusses how to enhance customer purchase intention through the increase of customer trust.
Keywords :
consumer behaviour; electronic commerce; purchasing; customer purchase intention; customer trust; online purchase intention; online shopping; Companies; Economics; Educational institutions; Internet; Psychology; Security;
Conference_Titel :
Management and Service Science (MASS), 2011 International Conference on
Conference_Location :
Wuhan
Print_ISBN :
978-1-4244-6579-8
DOI :
10.1109/ICMSS.2011.5999000
