By Topic

The Study of Consumer Trust in C2C e-Commerce Based on Reputation Score, Information Disclosure, Online Consumer Review Quality

Sign In

Cookies must be enabled to login.After enabling cookies , please use refresh or reload or ctrl+f5 on the browser for the login options.

Formats Non-Member Member
$33 $13
Learn how you can qualify for the best price for this item!
Become an IEEE Member or Subscribe to
IEEE Xplore for exclusive pricing!
close button

puzzle piece

IEEE membership options for an individual and IEEE Xplore subscriptions for an organization offer the most affordable access to essential journal articles, conference papers, standards, eBooks, and eLearning courses.

Learn more about:

IEEE membership

IEEE Xplore subscriptions

3 Author(s)
Hanpeng Zhang ; Sch. of Bus. Adm., Southwestern Univ. of Finance & Econ., Chengdu, China ; Dongyu Chen ; Ruofan Sun

Trust has been empirically established as one of the key attributes in C2C e-commerce. In this paper, we focus on the factors that influence trust in e sellers. By using an experimental method, we confirm that seller's reputation, information disclosure and online consumer reviews have positive impact on consumer trust. Meanwhile, we found that quality of online consumer reviews (OCR) and information disclosure moderate the relation of seller's reputation and consumer trust. The effect of seller's reputation on consumer trust is greater in information disclosure cases than in no disclosure cases. Compared with lowquality online review cases, the relationship between seller's reputation and consumer is more significant in high-quality online review cases.

Published in:

Management of e-Commerce and e-Government (ICMeCG), 2010 Fourth International Conference on

Date of Conference:

23-24 Oct. 2010