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 | 2011-08-01 |
Source | Journal of Computers Vol 6, No 8 (2011): Special Issue: Swarm Intelligent Systems: Theory and Applications |
Rights | Copyright © ACADEMY PUBLISHER - All Rights Reserved.To request permission, please check out URL: http://www.academypublisher.com/copyrightpermission.html. |