THE ROLE OF THIRD PARTY TRUST MECHANISMS UNDER C2C ENVIRONMENT IN CHINA

Tao Zhou and Yaobin Lu
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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

Chapter 19 in Challenges in Information Technology Management, 2008, pp 125-130 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThird 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.

Keywords: Information Technology; Knowledge Management; Computing (search for similar items in EconPapers)
Date: 2008
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