By Topic

An Empirical Study on Inexperienced Online Consumer's Window Shopping Behavior in China: A Trust Analysis Model

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
$31 $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

1 Author(s)
Hong Gu ; Dept. of Tourism Manage., Central China Normal Univ., Wuhan, China

From the perspective of trust theory, this essay established a model of inexperienced consumers' window shopping behavior in China context. The results indicate that most Chinese inexperienced consumers only do window shopping, at least partly, because they perceived low trust during e-shopping which induce them to stop more involving. The study also proved that uncertainty is negatively related to trust in the process of online shopping. With high trust they would prefer to do window shopping.

Published in:

Wireless Communications, Networking and Mobile Computing (WiCOM), 2011 7th International Conference on

Date of Conference:

23-25 Sept. 2011