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| Influence of Service Quality on Phase Trust under C2C Environment
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| 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. Twofactor theory is the theoretical basis of different influences mechanism at different phases of etrust, which can provide theoretical guidance for C2C ecommerce market development.
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Received: 17 October 2013
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2014, Vol. 11 
