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Factors Impacting Chinese Consumers' Macro-Level Trust on B2C E-Commerce: A Research of Model Development

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1 Author(s)
Shouzhong Wang ; Network Inf. Center, Henan Univ., Kaifeng

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.

Published in:

Management of e-Commerce and e-Government, 2008. ICMECG '08. International Conference on

Date of Conference:

17-19 Oct. 2008