To search, Click below search items. |
| All Published Papers Search Service |
|
|
|
Title |
The Joint Moderating Role and Factors of Trust in Consumer-to-Consumer Electronic Commerce with Gender and Age |
|
Author |
Amin Mostofi, Parisa Taromi, Ramin Karimi |
| Citation |
Vol. 26 No. 3 pp. 15-22 |
|
Abstract |
Trust is a vital factor in many social transactions. Compared to regular environment, in e-commerce there are some more interesting properties such as uncertainty, being anonymous, lack of control, and potential opportunities. Thus, trust is one of the most important factors to facilitate e-commerce. In this paper, an efficient model on trust in C2C e-commerce has been developed which has many parts. Trust in web environment has been divided to trusting buyers and sellers, and trusting third parties and medians. Also the role of gender and age in trust in C2C e-commerce has been explored in this article. According to analysis, among the influencing factors, third parties and structural assurance are confirmed as the effective factors in trust in web environment, third party confirmation, website quality, ease of use, and website security. Those who are 40 or older are the main factor for trusting sellers in C2C e-commerce; therefore, we realized that trust in e-commerce can be enhanced with age and gender and this trust factor encourages online buying decisions and maintaining customers [1]. |
|
Keywords |
Trust, C2C e-commerce, trust certificate, security, age, gender |
|
URL |
