A conceptual framework of trust in C2C e-commerce: from multi-disciplinary perspectives

Abstract

The purpose of this paper is to present a conceptual framework of trust in C2C e-commerce. This paper summarizes some essential qualities, dimensions and models of trust in e-commerce. By literature review, the paper proposes a conceptual framework of trust from multi-disciplinary perspectives, namely, technology, psychology, management, marketing and each includes subdimensions. And due to the importance of long-term relationship in C2C e-commerce, it also builds a model of trust development in C2C e-commerce according to the important factor-time during the formation of trust.