Empirical research on consumers' post-transaction general trust in B2C E-business

摘要

Based on service quality theory and relevant literatures, this study establishes a research model of consumers' post-transaction general trust in B2C e-business. The empirical research finds that: at the post-purchase stage, familiarity, perceived safety, product quality and especially service quality significantly positively affects consumers' general trust in web-vendor; nevertheless, the effect of propensity to trust, website reputation, perceived ease of use and perceived usefulness on consumers' general trust isn't significant; consumers' general trust not only directly affects their satisfaction with web-vendors, but also indirectly influences the satisfaction by the mediation of the extent of website use.