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

Research output: Chapter in book/report/conference proceedingConference proceedingpeer-review

4 Citations (Scopus)


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 languageEnglish
Title of host publicationICEC '16: Proceedings of the 18th Annual International Conference on Electronic Commerce
Subtitle of host publicatione-Commerce in Smart connected World
Place of PublicationNew York
PublisherAssociation for Computing Machinery (ACM)
Number of pages8
ISBN (Electronic)9781450342223
Publication statusPublished - 17 Aug 2016
Event18th International Conference on Electronic Commerce, ICEC 2016 - Suwon, Korea, Republic of
Duration: 17 Aug 201619 Aug 2016

Publication series

NameACM International Conference Proceeding Series
PublisherAssociation for Computing Machinery


Conference18th International Conference on Electronic Commerce, ICEC 2016
Country/TerritoryKorea, Republic of
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


Dive into the research topics of 'Understanding the influence and service type of trusted third party on consumers' online trust: evidence from Australian B2C marketplace'. Together they form a unique fingerprint.

Cite this