Effects of trust on group buying websites in China

Na Chen, Pei Luen Patrick Rau

    研究成果: Conference contribution

    抄録

    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.

    本文言語English
    ホスト出版物のタイトルAPCHI'12 - Proceedings of the 2012 Asia Pacific Conference on Computer-Human Interaction
    ページ279-288
    ページ数10
    DOI
    出版ステータスPublished - 2012 10月 4
    イベント10th Asia-Pacific Conference on Computer-Human Interaction, APCHI 2012 - Matsue-city, Shimane, Japan
    継続期間: 2012 8月 282012 8月 31

    出版物シリーズ

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

    Other

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

    ASJC Scopus subject areas

    • 人間とコンピュータの相互作用

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