Effects of trust on group buying websites in China

Na Chen, Pei Luen Patrick Rau

    Research output: Chapter in Book/Report/Conference proceedingConference contribution

    Abstract

    The research aimed to investigate 1) the factors influencing Chinese customers' trust and purchasing probability of group buying websites; 2) the differences of trust on B2C and group buying websites; and 3) whether the Theory of Reasoned Action and Gefen's summarization of trust antecedents applicable for Chinese group buying websites. The study consisted of three phases: 1) a pre-questionnaire about general trust on B2C and group buying websites; 2) an in-lab experiment following by a post-questionnaire after each trust situation; 3) a short open interview. According to the results, 1) Cognition-Based Antecedent trust is the most important factor influencing Chinese customers' trusts and purchasing probabilities of both B2C and group buying websites. 2) Participants show significantly lower general Trust Beliefs and Trust Intends on group buying websites. However, under the same trust situation, participants show significantly higher purchasing probabilities on group buying websites. 3) The Theory of Reasoned Action and Gefen's summarization of trust antecedents are not applicable for current Chinese group buying. Some implications for group buying websites were discussed.

    Original languageEnglish
    Title of host publicationAPCHI'12 - Proceedings of the 2012 Asia Pacific Conference on Computer-Human Interaction
    Pages279-288
    Number of pages10
    DOIs
    Publication statusPublished - 2012 Oct 4
    Event10th Asia-Pacific Conference on Computer-Human Interaction, APCHI 2012 - Matsue-city, Shimane, Japan
    Duration: 2012 Aug 282012 Aug 31

    Publication series

    NameAPCHI'12 - Proceedings of the 2012 Asia Pacific Conference on Computer-Human Interaction

    Other

    Other10th Asia-Pacific Conference on Computer-Human Interaction, APCHI 2012
    CountryJapan
    CityMatsue-city, Shimane
    Period12/8/2812/8/31

    Keywords

    • B2C website
    • Group buying website
    • Trust antecedent
    • Trust belief and trust intend

    ASJC Scopus subject areas

    • Human-Computer Interaction

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