DocumentCode
3465070
Title
Research on the Effect of Relationship Marketing and Net-Shop Reputation on the Transaction Trust in E-Commerce
Author
Zhao Hong-xia ; Ma Jiang-ping ; Yang Jiao-ping
Author_Institution
Sch. of Marketing Manage., Liaoning Tech. Univ., Huludao, China
fYear
2010
fDate
7-9 Nov. 2010
Firstpage
1
Lastpage
4
Abstract
The influence path of relationship marketing on the transaction trust in e-commerce is discussed in this paper, with the net-shop reputation used as intermediate variable. Empirical analysis reveals that the communication and relationship investment in relationship marketing affect the net-shop reputation significantly, and net-shop reputation affects the network trust. Furthermore, the direct influence of communication and relationship investment on trust is less than the indirect influence of reputation on trust.
Keywords
consumer behaviour; customer relationship management; electronic commerce; transaction processing; e-commerce; empirical analysis; net-shop reputation; relationship investment; relationship marketing; transaction trust; Book reviews; Contracts; Fitting; Investments; Psychology; Reliability;
fLanguage
English
Publisher
ieee
Conference_Titel
E-Product E-Service and E-Entertainment (ICEEE), 2010 International Conference on
Conference_Location
Henan
Print_ISBN
978-1-4244-7159-1
Type
conf
DOI
10.1109/ICEEE.2010.5660299
Filename
5660299
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