Influencing factors of trust in consumer-to-consumer electronic commerce with gender and age
We developed an integrated trust model in C2CE. The model newly classified four antecedents of trust in C2CE with gender and age. PWSQ, OTBS, and TPR differently influenced C2CE by age factor. C2CE websites should make a different strategy based on the target consumers age.
trust age c2c e-commerce website quality third party recognition