This research studied the problem of B2C and C2C
consumers’ attitudes towards trust of the business
transaction process in China by using the
“Consumer Attitudes towards Trust in the e-
Business Model.” Four factors in the model were
analyzed, privacy, security, financial institution and
trusted seal. From this analysis, the conclusion on
the consumers’ attitudes was drawn.
Xu, Hongjiang; Zou, Xiaowen; and Wang, Hengshan, "Consumers’ attitudes of e-commerce in China" (2006). Scholarship and Professional Work - Business. Paper 83.