An Exploratory Study on Consumers' Perceived Trust of Transaction Virtual Community

Current studies on consumers' perceived trust of virtual community concentrate on the antecedents of the community technology factors, but relative few about social factors. From the view of social factors, this paper develops the conceptual model of consumers' perceived trust of the transaction virtual community in which community's transparency and community's information comprehensiveness work as antecedent variables, and consumers' loyalty to the cummunity and purchase intention work as consequent variables.