Understanding the influence and service type of trusted third party on consumers' online trust: evidence from Australian B2C marketplace

Cong Cao; Jun Yan; Mengxiang Li

doi:10.1145/2971603.2971621

Understanding the influence and service type of trusted third party on consumers' online trust: evidence from Australian B2C marketplace

Cong Cao, Jun Yan, Mengxiang Li

Department of Management, Marketing and Information Systems

Research output: Chapter in book/report/conference proceeding › Conference proceeding › peer-review

4 Citations (Scopus)

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
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	https://doi.org/10.1145/2971603.2971621
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
Publisher	Association for Computing Machinery

Conference

Conference	18th International Conference on Electronic Commerce, ICEC 2016
Country/Territory	Korea, Republic of
City	Suwon
Period	17/08/16 → 19/08/16
Internet address	https://dl.acm.org/doi/proceedings/10.1145/2971603

User-Defined Keywords

B2C
Credit publicity;
Credit transmission
Service type
Trust model
Trust problem
Trusted third party

Access to Document

10.1145/2971603.2971621

Cite this

Cao, C., Yan, J., & Li, M. (2016). Understanding the influence and service type of trusted third party on consumers' online trust: evidence from Australian B2C marketplace. In ICEC '16: Proceedings of the 18th Annual International Conference on Electronic Commerce: e-Commerce in Smart connected World (1st ed.). Article 18 (ACM International Conference Proceeding Series). Association for Computing Machinery (ACM). https://doi.org/10.1145/2971603.2971621

Cao, Cong ; Yan, Jun ; Li, Mengxiang. / Understanding the influence and service type of trusted third party on consumers' online trust : evidence from Australian B2C marketplace. ICEC '16: Proceedings of the 18th Annual International Conference on Electronic Commerce: e-Commerce in Smart connected World. 1st. ed. New York : Association for Computing Machinery (ACM), 2016. (ACM International Conference Proceeding Series).

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title = "Understanding the influence and service type of trusted third party on consumers' online trust: evidence from Australian B2C marketplace",

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.",

keywords = "B2C, Credit publicity;, Credit transmission, Service type, Trust model, Trust problem, Trusted third party",

author = "Cong Cao and Jun Yan and Mengxiang Li",

note = "Funding Information: This study was supported by scholarship of the China Scholarship Council, all support is gratefully acknowledged. Publisher Copyright: Copyright is held by the owner/author(s).; 18th International Conference on Electronic Commerce, ICEC 2016 ; Conference date: 17-08-2016 Through 19-08-2016",

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Cao, C, Yan, J & Li, M 2016, Understanding the influence and service type of trusted third party on consumers' online trust: evidence from Australian B2C marketplace. in ICEC '16: Proceedings of the 18th Annual International Conference on Electronic Commerce: e-Commerce in Smart connected World. 1st edn, 18, ACM International Conference Proceeding Series, Association for Computing Machinery (ACM), New York, 18th International Conference on Electronic Commerce, ICEC 2016, Suwon, Korea, Republic of, 17/08/16. https://doi.org/10.1145/2971603.2971621

Understanding the influence and service type of trusted third party on consumers' online trust: evidence from Australian B2C marketplace. / Cao, Cong; Yan, Jun; Li, Mengxiang.
ICEC '16: Proceedings of the 18th Annual International Conference on Electronic Commerce: e-Commerce in Smart connected World. 1st. ed. New York: Association for Computing Machinery (ACM), 2016. 18 (ACM International Conference Proceeding Series).

Research output: Chapter in book/report/conference proceeding › Conference proceeding › peer-review

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T2 - 18th International Conference on Electronic Commerce, ICEC 2016

AU - Cao, Cong

AU - Yan, Jun

AU - Li, Mengxiang

N1 - Funding Information: This study was supported by scholarship of the China Scholarship Council, all support is gratefully acknowledged. Publisher Copyright: Copyright is held by the owner/author(s).

PY - 2016/8/17

Y1 - 2016/8/17

N2 - 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.

AB - 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.

KW - B2C

KW - Credit publicity;

KW - Credit transmission

KW - Service type

KW - Trust model

KW - Trust problem

KW - Trusted third party

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M3 - Conference proceeding

AN - SCOPUS:84988724996

T3 - ACM International Conference Proceeding Series

BT - ICEC '16: Proceedings of the 18th Annual International Conference on Electronic Commerce

PB - Association for Computing Machinery (ACM)

CY - New York

Y2 - 17 August 2016 through 19 August 2016

ER -

Cao C, Yan J, Li M. Understanding the influence and service type of trusted third party on consumers' online trust: evidence from Australian B2C marketplace. In ICEC '16: Proceedings of the 18th Annual International Conference on Electronic Commerce: e-Commerce in Smart connected World. 1st ed. New York: Association for Computing Machinery (ACM). 2016. 18. (ACM International Conference Proceeding Series). doi: 10.1145/2971603.2971621

Understanding the influence and service type of trusted third party on consumers' online trust: evidence from Australian B2C marketplace

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