Paper
Research of Online Trust in C2C E-Commerce Based on Institutions
- Authors:
- Shuxian Ji
- Abstract
- Online trust crisis restricts consumers from online business. It is important to improve online trust for C2C electronic commerce. From the view of customers, this paper firstly compartmentalizes online trust into three parts, trust to online environment, websites and sellers, followed by an empirical research on antecedents of three types of trust. Multiple regression analysis on 1428 effective questionnaires shows that individual trust tendency has positive effect on trust. However, the regression coefficient of the environmental trust is the highest among the three coefficients. The validity of the reputation feedback，the real name authentication，the third party payment, the interaction and communication have significantly positive effect on the trust to websites. The regression coefficient of the validity of the third party payment is the highest among them; Sellers’ reputation has significantly positive effect on the trust to sellers but the sellers’ scale does not have significant effect on it.
- Keywords
- electronic commerce; consumer to consumer; trust to website; trust to sellers
- StartPage
- 79
- EndPage
- 85
- Doi