Title: Research on online consumer building trust and sharing information through value congruence

Authors: Yunxia Zhao; Dongmei Zhao; Mingming Liu

Addresses: College of Economics and Management, China Agricultural University, East Campus, No. 17 Tsing Hua East Road, HaiDian District, Beijing, 10083, China; School of Statistics Science, Shandong University of Finance and Economics, Yanshan Campus, No. 7366 East Er Huan Road, LiXia District, Jinan, 250014, China. ' College of Economics and Management, China Agricultural University, East Campus, No. 17 Tsing Hua East Road, HaiDian District, Beijing, 10083, China; School of Statistics Science, Shandong University of Finance and Economics, Yanshan Campus, No. 7366 East Er Huan Road, LiXia District, Jinan, 250014, China. ' College of Economics and Management, China Agricultural University, East Campus, No. 17 Tsing Hua East Road, HaiDian District, Beijing, 10083, China; School of Statistics Science, Shandong University of Finance and Economics, Yanshan Campus, No. 7366 East Er Huan Road, LiXia District, Jinan, 250014, China

Abstract: This study explores how value congruence influences online consumers' trust in B2C transactions, and thus consumers are willing to give personal information to the organisation freely. This article establishes the structural equation modelling based on three assumptions, and then surveys 200 samples by questionnaire. The results pass the reliability and validity test and support the hypothesis originally proposed. This study finds value congruence has some direct effects on building trust and the willingness to disclose personal information. When consumers perceive similar value with the organisation, they tend to take some measures to help this organisation, because they believe that their behaviour support and protect their espoused philosophy. This research helps online enterprises concern the importance of value congruence.

Keywords: information disclosure; value congruence; e-commerce privacy; electronic commerce; trust building; online consumers; information sharing; B2C transactions; business-to-consumer; personal information; structural equation modelling; willingness to disclose.

DOI: 10.1504/IJNVO.2012.048910

International Journal of Networking and Virtual Organisations, 2012 Vol.11 No.3/4, pp.277 - 289

Published online: 21 Nov 2014 *

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