The Impact Mechanism of Consumer-generated Comments of Shopping Sites on Consumer Trust
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| Title | The Impact Mechanism of Consumer-generated Comments of Shopping Sites on Consumer Trust |
| Authors | |
| Abstract | The author aims at studying the influence of consumer-generated comments of the shopping sites on consumer trust. The research divides consumer-generated comments into four types: service comments, product and price comments, self-display comments and after-action comments. With the survey result of 166 college students, the author finds that online shoppers’ trust are influenced by consumer-generated comments of the shopping websites significantly. The data is analyzed by SPSS 15.0 and LISREL 8.8. The results show that product and price comments, the self-display comments, and after-sale action comments influence consumer trust to shopping sites remarkably. |
| Publisher | ACADEMY PUBLISHER |
| Date | 2011-01-01 |
| Source | Journal of Computers Vol 6, No 1 (2011): Special Issue: Research Findings in Computer Science-Technology and Application |
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