Online trust and its influence on Taobao

Pao Yue-kong Library Electronic Theses Database

Online trust and its influence on Taobao

 

Author: Sun, Xin
Title: Online trust and its influence on Taobao
Degree: M.Sc.
Year: 2008
Subject: Hong Kong Polytechnic University -- Dissertations.
Electronic commerce.
Electronic commerce -- Psychological aspects.
Trust.
Taobao (Firm)
Department: Dept. of Computing
Pages: iv, 72 leaves : ill. ; 30 cm.
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b2240169
URI: http://theses.lib.polyu.edu.hk/handle/200/3674
Abstract: The Development of e-Commerce industry in China is very rapid. However, online business has its own inherited deficiencies. Because the seller and consumer of one transaction will not meet each other in online environment, the personal experience for the quality and physical features of goods does not exist, which is different from the offline business. In this situation, the trust mechanism and the creditability evaluation system for the online business, especially for the C2C business, are very important. We can even say, trust is one of the most vital cornerstones of the e-Commerce. Therefore, for those sellers on C2C markets, it is very important to understand the influence of trust on sales. In this dissertation, many studies on the trust mechanism in online environment are reviewed, and the core factors in the trust forming process are also summarized. This dissertation I am trying to give a comprehensive quantized explanation on the influence of the creditability of the sellers and other factors on the Selling Pace in Chinese C2C environment. This dissertation also reveals the browsing and trading behaviors of the consumers according to the analysis of collected data from Taobao and questionnaire survey results. The conclusions are advisory to those sellers on Chinese C2C markets.

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