| Summary: | The advent of the internet has changed the way of conducting business
due to the unique nature of the web and internet such as ubiquity, global
reach, interactivity, personalization and so on (Laudon and Laudon, 2009).
As a result, E-commerce has been becoming a more attractive avenue to
conduct business. At the same time, the trust is also becoming
increasingly important element in the success of transaction in virtual
environment.
While many scholars have made many study contributing in this field, but
they do not conduct in the way of qualitative one. Most them just find the
generalization of the samples. In addition, some international trust also
be discussed. In this study, B2C e-Commerce was used to understand
the effect of trust in the online shopping in China and UK. The results of
the existing research may not have a direct application to China and UK.
Semi-structured interview was used to collect data in this research. The
Chinese or British consumers who have online shopping experience were
chosen to do the interview.
According to findings, internet merchant should have trustworthiness
features including benevolence, integrity, and ability, which are the
important factors in the formation of trust for both Chinese and British
online customers. For customers themselves, their individual propensity
to trust, culture and perceived usefulness and perceived ease of use are
associated with their trust and purchasing intention. Furthermore, some
external environment such as guarantees from the third parties and legal
environment the still has influence on customer trust and shopping
behavior. In addition, different trust factors also have different influencing
degree on consumers’ purchasing behavior.
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