Abstract
From the perspectives of psychology, marketing and information technology, this study developed a theoretical framework describing the purchasing-intention model in C2C e-commerce of China. The model demonstrated that trust, perceived risk, perceived benefit and their antecedents would have an influence on costumers' intention of purchase. Then this study tested the proposed model using Structural Equation Modeling on Internet consumer purchasing behavior data collected via web-based surveys. The results of the study show that Internet consumers' trust, perceived benefit and perceived risk have strong impacts on their intention of purchase. Reputation of sellers, website security, familiarity with websites and group purchase have strong effects on consumers' trust. However, only seller accessibility has a significant impact on perceived risk. Moreover, group purchase has a strong impact on perceived benefit. The results and implications of this research are discussed.
Original language | English |
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Title of host publication | ICEC 2010 - Proceedings of the 12th International Conference on Electronic Commerce |
Subtitle of host publication | Roadmap for the Future of Electronic Business |
Pages | 101109 |
Number of pages | 1 |
DOIs | |
Publication status | Published - 1 Dec 2010 |
Event | 12th International Conference on Electronic Commerce, ICEC 2010 - Honolulu, HI, United States Duration: 2 Aug 2010 → 4 Aug 2010 |
Conference
Conference | 12th International Conference on Electronic Commerce, ICEC 2010 |
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Country/Territory | United States |
City | Honolulu, HI |
Period | 2/08/10 → 4/08/10 |
Keywords
- Antecedents of trust
- Costumers' intention of purchase
- Customer trust
- Group purchase
- Perceived risk
ASJC Scopus subject areas
- Software
- Human-Computer Interaction
- Computer Vision and Pattern Recognition
- Computer Networks and Communications