Interactive B2c Environment Of Trust And Buying Behavior Tendency

Electronic commerce based on Internet and relative information technologies is prospering with the emerging of internet economy, which reveals a bright future around the world. However, based on the practices of a lot of online suppliers, academic researches and CNNIC investigations, it has shown that development of e-commerce is not as fruitful as people have expected before because of lack of trust in e-vendors. Therefore, how to establish customers' trust in their online-suppliers has become a hot question that both scholars and business people are concerned about.According to the basic principles of Social Interactive Theory and Social Exchange Theory, people can build their trust while one part shows his credibility to the other part during their interactive process. Hereby, online trust can also be established between consumers and online suppliers through online interaction within B2C context. But the difference is that consumers interact with their suppliers via website information technology system. As a result, Online interaction, which is distinguished from traditional face-to-face interaction, has involved technicality, sociality and virtuality. So, this research classified online interaction into three types: Customer-Website Interaction, Customer-e-Supplier Interaction and Customer-Customer Interaction. And online-suppliers can reveal their credibility and reliability through the above three parts, then form their customers' trusting attitudes.According to the principles of Technology Acceptance Model based on The Theory of Rational Action, customers' trusting attitudes may affect their e-commerce adoption behavior intentions positively. So from the perspective of process-based trust this paper proposes a theoretical and correspondingly conceptual model which tells that online interaction leading to trust attitude, consequently leading to purchase intention. An empirical test has been carried out in order to testify the logic model.I have reviewed and comments on the literatures about interactivity and trust for the sake of empirical studies of the proposed model according to my knowledge.On the basis of previous researches, and starting from online really interactive context, I' ve differentiated above three kinds of online interaction, and put forward the interactivity definition including all three types. ONLINE-INTERACTION means the degree and level of interaction and interplay between customers and websites, online-suppliers, other online-clients when they visit online-suppliers' websites by their end computers. Cognitive research perspective comparing with the different interaction research streams has been adopted. Some forwarded solutions are meant to make up the existing limitations of interaction studies. Five factors, perceived ease of use, perceived usefulness, bidirectional, responsiveness, mutuality, have been extracted aiming to demonstrate interactivity characteristics corresponding to the three interactiontypes.After reviewing research papers of trust, I agree to the 3-Dimensional trust, and define customers' trust attitude towards online-suppliers as their ability, integrity and benevolence. To my knowledge, we argue that trust formation mechanism is a kind of process-oriented system. In the interest of digging out the impact of online interaction on trust attitude, I have involved both disposition to trust grounded on personality-based trust and the third-part guarantee grounded on institution-based trust as control variables while considering interaction as an important antecedent in the conceptual model.Then in the empirical research, we' ve checked each interaction factor within three types of interactions as to their effects on trust attitude, as well as the impact of each dimension of trust. Then we can gain more particular and careful understandings of our research questions.Finally, as online suppliers have control in the interaction factors I have used in my research, I believe our solution is helpful not only for theoretical use, but for guiding cyber-marketing practices of enterprises.