The moderating effects of contextual factors on a buyer's trust in e-commerce platforms and sellers

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review

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Detail(s)

Original languageEnglish
Title of host publicationProceedings - Pacific Asia Conference on Information Systems, PACIS 2014
PublisherPacific Asia Conference on Information Systems
StatePublished - 2014

Conference

Title18th Pacific Asia Conference on Information Systems, PACIS 2014
PlaceChina
CityChengdu
Period24 - 28 June 2014

Abstract

Drawing on trust transfer theory and signal theory, we investigate how perceived effectiveness of ecommerce institutional mechanisms (PEEIM) and perceived website quality of the seller (PWQS) moderate the relationships between trust in platform, trust in seller and purchase intention in the context of Consumer to Consumer (C2C) platforms. To test our proposed model, we surveyed 224 buyers of TaoBao, a major Chinese C2C portal. The results indicate that PEEIM has no effect on the relationship between trust in platform and trust in seller, yet it positively moderates the relationship between trust in seller and purchase intention. In addition, PWQS positively moderates the relationship between trust in platform and trust in seller, but negatively moderates the relationship between trust in seller and purchase intention. The theoretical and practical implications are discussed.

Research Area(s)

  • E-commerce institutional mechanisms, Platform, Purchase intention, Seller, Trust, Website quality

Citation Format(s)

The moderating effects of contextual factors on a buyer's trust in e-commerce platforms and sellers. / Chen, Xiayu; Huang, Qian; Davison, Robert M.; Hua, Zhong Sheng.

Proceedings - Pacific Asia Conference on Information Systems, PACIS 2014. Pacific Asia Conference on Information Systems, 2014.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review