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J4  2014, Vol. 11 Issue (8): 1215-    DOI:
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Influence of Service Quality on Phase Trust under C2C Environment
CHANG Yaping,XIAO Wanfu, YAN Jun ,QIU Yuanyuan, FU Jie
Huazhong University of Science and Technology, Wuhan, China

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Abstract  The paper proposes to construct models of the influence of service quality on initial and continuous trust under C2C environment using questionnaire survey, and compares the differences between them. The results show that store design, expertise, popularity and price rationality only have significant impact on initial trust. Relationship maintenance, product quality, integrity and compensation only have significant impact on continuous trust. Information quality and responsiveness have significant impact on both initial and continuous trust. Information acquisition and scale have no significant impact on both kinds of trust. The conclusion indicates that the dynamic view of online trust and the phase theory of service quality effectively explain the relation model. Twofactor theory is the theoretical basis of different influences mechanism at different phases of etrust, which can provide theoretical guidance for C2C ecommerce market development.
Key wordsC2C      e-commerce      phase trust      service quality     
Received: 17 October 2013     
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