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Title: Empirical Research on the Influencing Factors of Trust during Trading in C2C Online Auctions
Source: International Conference on Engineering and Business Management 2012(Part 5 Innovative Technology) (pp 3148-3152)
Author(s): Jian Tian, School of Economics and Management, Jiangsu University of Science and Technology, Zhenjiang, China
Guohong Liang, School of Economics and Management, Jiangsu University of Science and Technology, Zhenjiang, China
Abstract: Based on institutional trust, constructed a theoretical model of trust during trading in C2C online auction.
Results show that Perceived effectiveness of auction site, Perceived effectiveness of online escrow service,
Perceived effectiveness of Evaluation System and Perceived effectiveness of interactive communication significantly
affect the trust of auctioneer; Perceived fairness of auction rules have no significant effect on the
trust of auctioneer; Perceived effectiveness of interactive communication significantly affect the motivation
of auction; The trust of auctioneer significantly affect Perceived risk of auction and the motivation of auction.

 

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