What are buyers looking at : an empirical study of antecedents of online trust in consumer-to-consumer market
買方在關注什麼 : 對網上交易中信任前因變量的實證研究
Student thesis: Master's Thesis
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Award date | 4 Oct 2010 |
Link(s)
Permanent Link | https://scholars.cityu.edu.hk/en/theses/theses(42e2d117-f3c0-4fd0-a4f2-c63a5d1dbc27).html |
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Other link(s) | Links |
Abstract
While the consumer-to-consumer electronic commerce has been flourishing
these years, the number of online buyers who complain and retreat has also been
growing. Increasingly, buyers concern about being cheated and suffering loss due to
the transaction. Thus, this study aims to investigate the antecedents for buyer’s online
trust during the initial buyer-seller interaction process in C2C market. Facing the
vagueness in literature, online trust in C2C context in this study is clearly defined as
being held towards the online seller rather than the online auction platform. With this
definition, the research model is developed. Platform characteristics are identified to
have effect on buyer’s perception of system capability; while seller characteristics are
introduced to affect perception of seller capability. The two perceptions further make
impact on online trust, both moderated by buyer’s propensity to trust. Based on this
model, a set of hypotheses are proposed and empirically tested with collected data.
Results show a general support of the hypotheses. Finally, the implications and
limitations of this study are discussed.
- Electronic commerce, Consumer confidence