A Study of Factors Influence Trust at Taobao in C2C E-Commerce Environment: A Consumer Perspective
Xie, Zhu (2013) A Study of Factors Influence Trust at Taobao in C2C E-Commerce Environment: A Consumer Perspective. [Dissertation (University of Nottingham only)] (Unpublished)
As the internet and electronic commerce grow rapidly and become very popular, more and more consumers switch to online shopping. C2C E-Commerce has received much welcome by consumers due to its distinct characteristics and the trade volume is rising rapidly in recent years. However, the biggest obstacle that hinder the development of C2C E-Commerce is creditability problems, which is in C2C E-Commerce buyers can easily mistrust sellers which adversely affect their purchase intention. The main purpose of this paper is to investigate the factors that influence consumer in C2C E-Commerce environment and specifically pay attention to Taobao Market, and seek methods and solutions that enhance consumer trust and thus increase consumer purchase intention and promote the further healthy development of Taobao Market.
Actions (Archive Staff Only)