Abstract
In this study, the trusted third party (TTP) in Australia's B2C marketplace is studied and the factors influencing consumers' trust behaviour are examined from the perspective of consumers' online trust. Based on the literature review and combined with the development status and background of Australia's e-commerce, underpinned by the Theory of Planned Behaviour (TPB) and a conceptual trust model, this paper expatiates the specific factors and influence mechanism of TTP on consumers' trust behaviour. Also this paper explains two different functions of TTP to solve the online trust problem faced by consumers. Meanwhile, this paper summarizes five different types of services provided by TTPs during the establishment of the trust relationship. Finally, the present study selects 100 B2C enterprises by the simple random sampling method and makes a detailed analysis of their TTPs, to verify the services and functions of the proposed TTP in the trust model. This study is of some significance for comprehending the influence mechanism, functions and services of TTPs on consumers' trust behaviour in the realistic Australian B2C environment.
Original language | English |
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Title of host publication | ICEC '16: Proceedings of the 18th Annual International Conference on Electronic Commerce |
Subtitle of host publication | e-Commerce in Smart connected World |
Place of Publication | New York |
Publisher | Association for Computing Machinery (ACM) |
Number of pages | 8 |
Edition | 1st |
ISBN (Electronic) | 9781450342223 |
DOIs | |
Publication status | Published - 17 Aug 2016 |
Event | 18th International Conference on Electronic Commerce, ICEC 2016 - Suwon, Korea, Republic of Duration: 17 Aug 2016 → 19 Aug 2016 https://dl.acm.org/doi/proceedings/10.1145/2971603 |
Publication series
Name | ACM International Conference Proceeding Series |
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Publisher | Association for Computing Machinery |
Conference
Conference | 18th International Conference on Electronic Commerce, ICEC 2016 |
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Country/Territory | Korea, Republic of |
City | Suwon |
Period | 17/08/16 → 19/08/16 |
Internet address |
Scopus Subject Areas
- Software
- Human-Computer Interaction
- Computer Vision and Pattern Recognition
- Computer Networks and Communications
User-Defined Keywords
- B2C
- Credit publicity;
- Credit transmission
- Service type
- Trust model
- Trust problem
- Trusted third party