Abstract
The core of micro-business and consumer transactions is trust. Based on the Theory of Reasoned Action and Technology Acceptance Model, this article discusses the factors of the establishment and promotion of micro-business trust from the trust orientation of consumer, the trust of WeChat businesses, and the trust of WeChat platform. Data were obtained by questionnaire, and SPSS software was used for data reliability and multiple regression analysis. It is concluded that all three levels have a significant positive impact on the establishment and promotion of C2C mode micro-business trust. The trust of WeChat businesses and the trust of WeChat platform have a greater influence on the establishment of micro-business trust. The trust orientation of consumer and the trust of WeChat businesses have a greater impact on the promotion of micro-business trust. Among them, the WeChat business trust level is the most important factor.
- Wang Lepeng, Li Chunli, and Wang Ying. 2016. Discussion on the operation mode of micro business in trust economy. Sci. Mosaic 10, 8 (2016), 111–114.Google Scholar
- E. D. Matemba and G. Li. 2018. Consumers' willingness to adopt and use WeChat wallet: An empirical study in South Africa. Technol. Soc. 53, 5 (2018), 55–68.Google Scholar
Cross Ref
- S. W. Hung, M. J. Cheng, and P. C. Chiu. 2019. Do antecedents of trust and satisfaction promote consumer loyalty in physical and virtual stores—A multi-channel view. Service Bus. 13, 1 (2019), 1–23.Google Scholar
Cross Ref
- Y. U. Hua. 2016. China's WeChat business as new formats: The current situation, development trend and countermeasures. China Bus. Market 30, 12 (2016), 47–56.Google Scholar
- Y. Cong and Y. Zheng. 2017. Study on operation mode of agricultural supply chain in WeChat business environment. J. Service Sci. Manage. 10, 3 (2017), 330.Google Scholar
Cross Ref
- Patrick Poona and Gerald Albaumb. 2019. Consumer trust in internet marketing and direct selling in china. J. Relation. Market. 18, 3 (2019), 216–232Google Scholar
Cross Ref
- M. C. Yu, Q. Mai, S. B. Tsai, and Y. Dai. 2018. An empirical study on the organizational trust, employee-organization relationship and innovative behaviour from the integrated perspective of social exchange and organizational sustainability. Sustainability 10, 3 (2018), 864.Google Scholar
Cross Ref
- J. M. Jensen and C. Wagner. 2018. A cross-national comparison of millennial consumers’ initial trust towards an e-travel website. Market. Intell. Plan. 36, 3 (2018), 318–333.Google Scholar
Cross Ref
- J. D. Zhao, J. S. Huang, and S. Su. 2019. The effects of trust on consumers’ continuous purchase intentions in C2C social commerce: A trust transfer perspective. J. Retail. Consumer Services 50, 9 (2019), 42–49.Google Scholar
Cross Ref
- S. A. Olaleye, J. Salo, and D. C. Ukpabi. 2018. The role of reputation on trust and loyalty: A cross-cultural analysis of tablet e-tailing. Int. J. E-Bus. Res. 14, 2 (2018), 61–75. Google Scholar
Digital Library
- Yanhong Chen, Yaobin Lu, Bin Wang, and Zhao Pan. 2019. How do product recommendations affect impulse buying? An empirical study on WeChat social commerce. Info. Manage. 56, 2 (2019), 236–248Google Scholar
- Deng Zhihong, Li Jinqing, and Wang Xiangang. 2013. Empirical study on evaluation of e-service quality, customer satisfaction, and customer loyalty in Chinese C2C markets. Sci. Technol. Manage. Res. 33, 6 (2013), 188–191+241.Google Scholar
- Chang Yaping, Xiao Wanfu, Yan Jun, Qiu Yuanyuan, and Fu Jie. 2014. Influence of service quality on phase trust under C2C environment. Chinese J. Manage. 11, 8 (2014), 1215–1223.Google Scholar
- Zhang Gang and Zhang Dongfang. 2004. Evaluation of foreign trust source models. Foreign Econ. Manage. 26, 12 (2004), 21–25.Google Scholar
- Hou Lisong, Chen Zeying, and Tong Junjie. 2017. Research on Influencing factors and mechanism of customer trust in WeChat. Finance Econ. 2, 75–87.Google Scholar
Index Terms
An Analysis for Elements of Affecting the Establishment and Promotion of Micro-business Trust in C2C Model under WeChat Circumstance
Recommendations
A purchasing-intention model in C2C e-commerce of China: the role of perceived risk, trust, perceived benefit and their antecedents
ICEC '10: Proceedings of the 12th International Conference on Electronic Commerce: Roadmap for the Future of Electronic BusinessFrom the perspectives of psychology, marketing and information technology, this study developed a theoretical framework describing the purchasing-intention model in C2C e-commerce of China. The model demonstrated that trust, perceived risk, perceived ...
The effects of trust on life satisfaction in the context of WeChat use
Highlights- WeChat use exerts a third variable effect on the influence of trust on life satisfaction.
AbstractAlthough WeChat is a popular mobile communication tool and social networking site (SNS) with over one billion monthly active users, the study regarding the third variable effects of the newly emerging SNS is relatively few. To ...
Towards a Trust Model for Trust Establishment and Management in Business-to-Consumer E-Commerce
UIC-ATC-SCALCOM '14: Proceedings of the 2014 IEEE 11th Intl Conf on Ubiquitous Intelligence and Computing and 2014 IEEE 11th Intl Conf on Autonomic and Trusted Computing and 2014 IEEE 14th Intl Conf on Scalable Computing and Communications and Its Associated Workshops (UIC-ATC-ScalCom)This paper explores the specific factors influencing the consumer trust in B2C e-commerce and proposes a three-dimensional trust model with the ability to provide dynamic support for trust establishment and management. The model summarizes the factors ...






Comments