Understanding buyers’ loyalty to a C2C platform: the roles of social capital, satisfaction and perceived effectiveness of e-commerce institutional mechanisms

Qian Huang; Xiayu Chen; Carol Xiaojuan Ou; Robert M. Davison; Zhongsheng Hua

doi:10.1111/isj.12079

Understanding buyers’ loyalty to a C2C platform : the roles of social capital, satisfaction and perceived effectiveness of e-commerce institutional mechanisms

Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review

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106 Scopus Citations

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Author(s)

Qian Huang
Xiayu Chen
Carol Xiaojuan Ou
Robert M. Davison
Zhongsheng Hua

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Detail(s)

Original language	English
Pages (from-to)	91-119
Journal / Publication	Information Systems Journal
Volume	27
Issue number	1
Online published	5 Jun 2015
Publication status	Published - Jan 2017

Link(s)

DOI	DOI https://doi.org/10.1111/isj.12079 Final Published version
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Attachment(s)	Documents 6172735.pdf Post-print, 674 KB, PDF Publisher's Copyright Statement COPYRIGHT TERMS OF DEPOSITED POSTPRINT FILE: This is the peer reviewed version of the following article: Huang, Q., Chen, X., Ou, C. X., Davison, R. M., & Hua, Z. (2017). Understanding buyers’ loyalty to a C2C platform: the roles of social capital, satisfaction and perceived effectiveness of e-commerce institutional mechanisms. Information Systems Journal, 27(1), 91-119, which has been published in final form at https://doi.org/10.1111/isj.12079. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. This article may not be enhanced, enriched or otherwise transformed into a derivative work, without express permission from Wiley or by statutory rights under applicable legislation. Copyright notices must not be removed, obscured or modified. The article must be linked to Wiley’s version of record on Wiley Online Library and any embedding, framing or otherwise making available the article or pages thereof by third parties from platforms, services and websites other than Wiley Online Library must be prohibited.
Link to Scopus	https://www.scopus.com/record/display.uri?eid=2-s2.0-84930606241&origin=recordpage
Permanent Link	https://scholars.cityu.edu.hk/en/publications/publication(70c4947b-8d4c-469f-b446-1907784881a3).html

Abstract

Drawing upon social capital theory, this study aims to investigate how different dimensions of social capital affect online buyers' satisfaction and ultimately boost their loyalty to a Consumer-to-Consumer (C2C) platform. Specifically, we propose that three dimensions of social capital (i.e., cognitive, structural and relational capital) contribute positively to the two types of online buyers' satisfaction (i.e., economic and social satisfaction). In addition, we posit that perceived effectiveness of e-commerce institutional mechanisms (PEEIM) moderates the relationships between economic and social satisfaction and buyers' loyalty to the platform. Three hundred buyers on the Consumer-to-Consumer platform, TaoBao, were surveyed to test the proposed model. The results suggest that buyers' evaluation of social capital with the community of sellers can enhance their satisfaction with the sellers, which subsequently affect their loyalty to the platform. Furthermore, perceived effectiveness of e-commerce institutional mechanisms negatively moderates the effect of economic satisfaction and positively moderates the effect of social satisfaction on buyers' loyalty to the platform. The theoretical contributions and practical implications are discussed. © 2016 John Wiley & Sons Ltd.