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Title: |
Research on Building Customers’ Trust Mechanism in B to C E-Commerce |
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Source: |
International Conference on Engineering and Business Management 2012(Part 5 Innovative Technology)
(pp 3257-3258)
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Author(s): |
Hengliang Wu, School of Management Science and Engineering, Shandong Institute of Business and Technology, Yantai, China, 264005 |
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Abstract: |
At first, this paper introduces the present development conditions of B to C e-commerce in China, analyses problems and reasons hided in BtoC e-commerce trust, then proposes a model about B to C e-commerce trust, finally this paper discusses some approaches to improve customers’ trust degrees on the basis of the trust model.
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