Title :
Factors Impacting Chinese Consumers´ Macro-Level Trust on B2C E-Commerce: A Research of Model Development
Author_Institution :
Network Inf. Center, Henan Univ., Kaifeng
Abstract :
Lack of consumers´ trust is one of the most frequent cited reasons for consumers not to purchase from Internet shops. In the e-commerce context, based on the trustee, trust can be categorized to macro-level and micro-level. The macro-level trust provides the threshold for customers to enter e-markets. In China, the most important thing is whether or not consumers trust e-commerce environment. Hence, a macro-level trust research model was developed. The model presents the primary relationships between macro-level trust in e-commerce and four groups of main potential antecedents: the hardware and software foundations of Internet, support systems of e-commerce, legal systems of e-commerce, social cultural environment. The individual trust propensity is believed to positively moderate the effect of these antecedents on macro-level trust.
Keywords :
customer relationship management; electronic commerce; B2C; Chinese consumers; Internet shops; e-commerce; e-markets; legal systems; macrolevel trust; social cultural environment; support systems; Conference management; Electronic commerce; Electronic government; Hardware; IP networks; Internet; Law; Legal factors; Research and development management; Uncertainty;
Conference_Titel :
Management of e-Commerce and e-Government, 2008. ICMECG '08. International Conference on
Conference_Location :
Jiangxi
Print_ISBN :
978-0-7695-3366-7
DOI :
10.1109/ICMECG.2008.97