DocumentCode :
2904740
Title :
A Unified Model of Trust in E-commerce Relationship Development
Author :
Zhang, Guozheng
Author_Institution :
Coll. of Bus., Hunan Agric. Univ., Changsha, China
Volume :
2
fYear :
2009
fDate :
12-14 Dec. 2009
Firstpage :
473
Lastpage :
476
Abstract :
Online trust is one of the key obstacles to vendors succeeding on the Internet medium; a lack of trust is likely to discourage online consumers from participating in e-commerce. Previous study most have investigated only a component of e-commerce (e.g., initial adoption or continuance), but neglected the role of good relations with the consumer in ensuring a successful sustained relationship. Therefore, a model that went beyond intention and included key relational concepts (satisfaction, loyalty, etc.) was developed. Trust and its components are a major part of this model, which was based on strong theoretical foundations. Ten hypotheses were formulated. Data on the constructs were collected from 350 respondents and analyzed using lisrel 8.7 to test model validity and the hypotheses. Implications for researchers and practitioners are discussed.
Keywords :
customer relationship management; electronic commerce; security of data; Internet; e-commerce relationship development; online consumers; online trust; unified model; Agriculture; Computational intelligence; Customer satisfaction; Educational institutions; Electronic commerce; Electronic mail; Information systems; Information technology; Internet; Testing; e-commerce; loyalty; trust;
fLanguage :
English
Publisher :
ieee
Conference_Titel :
Computational Intelligence and Design, 2009. ISCID '09. Second International Symposium on
Conference_Location :
Changsha
Print_ISBN :
978-0-7695-3865-5
Type :
conf
DOI :
10.1109/ISCID.2009.264
Filename :
5368714
Link To Document :
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