Dissertation > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Sale of goods > E-commerce,online trading

Empirical Study on the Factors of Consumer Trust in B2C Electronic Commerce

Author ShaJiPin
Tutor HuTao
School Beijing University of Posts and Telecommunications
Course Management Science and Engineering
Keywords B2C Consumer trust E - commerce trust model Purchase intent
CLC F713.36
Type Master's thesis
Year 2009
Downloads 887
Quotes 4
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In recent years , B2C e - commerce , the rapid development at home and abroad , attracted the enthusiastic attention of domestic and foreign governments, enterprises and academia . So far , both China and the United States , compared with the line , B2C e-commerce online income is still quite limited. Consumers are reluctant to buy online one of the main reasons is the lack of trust . Study the influencing factors of consumer trust in B2C e-commerce , and on this basis to build consumer trust has become very concerned about the issue of academia and e-commerce businesses . The main purpose of this paper is to explore the factors that influence consumer trust in B2C e-commerce , and to find ways and means to enhance consumer confidence , thereby increasing consumer purchase intent , and ultimately to promote the further development of B2C e-commerce . B2C e-commerce features , select on the basis of the relevant literature research , four variables extracted as the antecedents of consumer trust , an important behavior - purchase intent , to establish research model , and made assumptions . The study used a survey to collect data and random sampling method . SPSS11.5 statistical software for quantitative analysis of data collected on the questionnaire . Consumer trust after the study was the following conclusions : \consumer confidence \Finally, according to the conclusion of this study recommendations to enhance consumer trust in B2C e-commerce . \more important indicators of trust , so businesses by shaping the company's brand , improve website quality establish a professional Web presence and online marketing campaigns to take the \In addition , in the whole society through advocacy and education , the mechanism to strengthen the integrity of the whole society .

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