Agro-products Consumer Initial T rust Formation Mechanism In the Social Commerce Context

Cao, Yunzhong and Ma, Yuanhong (2017) Agro-products Consumer Initial T rust Formation Mechanism In the Social Commerce Context. Wuhan International Conference on e-Business.

[img]
Preview
Text
Agro-products Consumer Initial T rust Formation Mechanism In the.pdf

Download (295kB) | Preview

Abstract

Since the online agro-products information is difficult to assess, it is critical for consumers to foster consumers’ initial trust in the social commerce (s-commerce) context. On the basis of the existing research, this paper first analyzes the connotation of agro-products communication based on s-commerce. Then, it combines the inherent characteristics of agro-products, and takes the consumer characteristics as the important moderating factors, and a two-stage integration theory model based on Elaboration Likelihood Model (ELM) and Expectation Confirmation Theory (ECT) is proposed to explore the antecedent factors and the forming process of the agro-products consumer initial trust in the s-commerce environment. Finally, the further research design is simply planned for the future.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
T Technology > T Technology (General)
Divisions: Faculty of Industrial Engineering and Informatics > Information System
Depositing User: staff repository 1
Date Deposited: 16 Aug 2018 19:44
Last Modified: 16 Aug 2018 19:44
URI: http://repository.ittelkom-pwt.ac.id/id/eprint/3737

Actions (login required)

View Item View Item