The Impact Mechanism of Consumer-generated Comments of Shopping Sites on Consumer Trust

The author aims at studying the influence of consumer-generated comments of the shopping sites on consumer trust. The research divides consumer-generated comments into four types: service comments, product and price comments, self-display comments and after-action comments. With the survey result of 166 college students, the author finds that online shoppers’ trust are influenced by consumer-generated comments of the shopping websites significantly. The data is analyzed by SPSS 15.0 and LISREL 8.8. The results show that product and price comments, the self-display comments, and after-sale action comments influence consumer trust to shopping sites remarkably.

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