The Dynamic Model of Customs’ Initial Trust Formation Mechanism Analysis in B2C

Abstract:

It has been widely believed that trust is the basis for on-line trading by both academia and practice. The process of f initial trust formation is a dynamic and repeated process. In the electric business environment, this work chose to research the first phase of the process, which is initial trust. The Writer established dynamic model of initial trust formation biased on theory of planned behavior with other theories, such as TAM and social exchange theory, after micro-analyzing this formation mechanism from. in order to confirming effectiveness of the dynamic model, the writer adopted empirical study, from which writer got an order of . From the result of empirical study, we got the strength order of main factors that can influence the establishment of initial trust.

• Periodical: Applied Mechanics and Materials (Volume 686)
• Pages: 697-701
• DOI: https://doi.org/10.4028/www.scientific.net/AMM.686.697
• Online since: October 2014
• Authors: Jing Bo Wang*, Yuan Zhai Fu
• Keywords: B2C, Electronic Business, Initial Trust, Mechanism, Trust, Trust Model

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