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The Influencing Factors of Customer Trust to Great Discount Online Shops: Based on the Chinese Market
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2013 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

With the increasing popularity of online shopping, various new business models are emerging in this area. A successful example is great discount online shops, which quickly attract the attention from Chinese online shopping customers. In order to avoid the risk perception of customers caused by information asymmetry, and maintain competitiveness, great discount online shops should increase their customers’ trust. In this research, a number of key factors are tested from both sellers’ aspect and customers’ aspect. The finding shows both objective influencing factors, such as security, reputation of the online shop, reputation of the products’ brands, sellers’ service quality, and customers’ cognitive factors, such as perceived usefulness and perceived ease of use, have significant correlation with customers’ trust to great discount online shop. Among them, the objective influencing factors are more influential and have stronger effect on customers’ trust in ability, integrity and benevolence to the online shops. These findings will further shed light on how to build trust with the customers of great discount online shops.

Place, publisher, year, edition, pages
2013. , 50 p.
Keyword [en]
online shopping, customer trust, great discount online shops
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-205325OAI: oai:DiVA.org:uu-205325DiVA: diva2:641233
Supervisors
Available from: 2013-08-16 Created: 2013-08-16 Last updated: 2013-08-16Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf