An Analysis for Elements of Affecting the Establishment and Promotion of Micro-business Trust in C2C Model under WeChat Circumstance-Reference-Cited by-同舟云学术

An Analysis for Elements of Affecting the Establishment and Promotion of Micro-business Trust in C2C Model under WeChat Circumstance

Published:2021-05 Issue:3 Volume:20 Page:1-11
ISSN:2375-4699
Container-title:ACM Transactions on Asian and Low-Resource Language Information Processing
language:en
Short-container-title:ACM Trans. Asian Low-Resour. Lang. Inf. Process.

Author:

Wang Ailing¹,Sun Jie²,Li Leiming¹

Affiliation:

1. School of Economics and Management, China University of Petroleum (East China), Qingdao, Shandong Province, China

2. School of Economics and Management, China University of Petroleum (East China), Qingdao, China and Business School, Central South University, Changsha, HuNan, Province, China

Abstract

The core of micro-business and consumer transactions is trust. Based on the Theory of Reasoned Action and Technology Acceptance Model, this article discusses the factors of the establishment and promotion of micro-business trust from the trust orientation of consumer, the trust of WeChat businesses, and the trust of WeChat platform. Data were obtained by questionnaire, and SPSS software was used for data reliability and multiple regression analysis. It is concluded that all three levels have a significant positive impact on the establishment and promotion of C2C mode micro-business trust. The trust of WeChat businesses and the trust of WeChat platform have a greater influence on the establishment of micro-business trust. The trust orientation of consumer and the trust of WeChat businesses have a greater impact on the promotion of micro-business trust. Among them, the WeChat business trust level is the most important factor.

Publisher

Association for Computing Machinery (ACM)

Subject

General Computer Science

Link

https://dl.acm.org/doi/pdf/10.1145/3398011

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