An Exploratory Study on Consumers' Perceived Trust of Transaction Virtual Community

摘要

Current studies on consumersȁ9; perceived trust of virtual community concentrate on the antecedents of the community technology factors, but relative few about social factors. From the view of social factors, this paper develops the conceptual model of consumersȁ9; perceived trust of the transaction virtual community in which communityȁ9; s transparency and communityȁ9; s information comprehensiveness work as antecedent variables, and consumersȁ9; loyalty to the cummunity and purchase intention work as consequent variables.