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The Role Of Third Party Trust Mechanisms Under C2c Environment In China

In: Challenges In Information Technology Management

Author

Listed:
  • TAO ZHOU

    (Management School, Hangzhou Dianzi University, Hangzhou, 310018, P.R.China)

  • YAOBIN LU

    (School of Management, Huazhong University of Science and Technology, Wuhan, 430074, P.R.China)

Abstract

Third party trust mechanisms are of great importance in establishing a secure and credible C2C transaction platform. Under C2C environment, these trust mechanisms include feedback system, an escrow service, C2C intermediary and ecommerce laws and regulations. This paper used a questionnaire survey, collecting 115 samples and analyzing it with PLS Graph3.0. Results showed that escrow services, C2C intermediary and feedback systems played significant roles in establishing consumer's trust in sellers, which in turn reduced consumer risk perception and enhanced his transaction intention.

Suggested Citation

  • Tao Zhou & Yaobin Lu, 2008. "The Role Of Third Party Trust Mechanisms Under C2c Environment In China," World Scientific Book Chapters, in: Man-Chung Chan & Ronnie Cheung & James N K Liu (ed.), Challenges In Information Technology Management, chapter 19, pages 125-130, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789812819079_0019
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