An Empirical Research on the Consumers' Trust Building Model in Online Auction Websites

摘要

Based on the construct of TPB, this paper is proposes and empirically tests the trust building model in C2C market. General belief refers to the perception of selling party's external feature, while behavioral control belief comes from situational normality, structural assurances and facilitating condition. There involves not only individual online sellers, but also online auction market maker in the discussion, and finally three sets of antecedents (vendor-specific, system-trust-specific and interaction) and totally 14 factor are advanced. The empirical test shows the model as well as most hypotheses is supported, with the exception of perceived cooperative norm. The findings have significant implications to buyers, individual sellers and online auction platform runner.