Document Type

Article

Publication Date

2020

DOI

10.4018/JGIM.2020010107

Publication Title

Journal of Global Information Management

Volume

28

Issue

1

Pages

121-141

Abstract

It is a class research question about how trust and perceived benefit affect consumers' purchase intentions. This research examines the relationship in a very different context: consumer-to-consumer (C2C) e-commerce in China. Specifically, this research empirically assesses the differences in effect size due to the change of context. First, a theoretical model linking trust, perceived benefit, and their antecedents to purchase intention is developed upon the literature. Then the model is evaluated using empirical data collected at Taobao, the largest C2C e-commerce website in China. Partial least squares based structural equation modeling (PLS-SEM) results strongly support the model and research hypotheses. A developing country context can indeed affect the strength of effect. These results contribute to the literature in that they provide new insights toward a more in-depth theoretical understanding. Meanwhile, they can also provide useful guidance for managers.

Comments

This article, originally published under IGI Global’s copyright on October 4, 2019 will proceed with publication as an Open Access article starting on January 11, 2021 in the gold Open Access journal, Journal of Global Information Management (converted to gold Open Access January 1, 2021), and will be distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/ by/4.0/) which permits unrestricted use, distribution, and production in any medium, provided the author of the original work and original publication source are properly credited.

Original Publication Citation

Zhao, S., Fang, Y., Zhang, W., & Jiang, H. (2020). Trust, perceived benefit, and purchase intention in C2C e-commerce: An empirical examination in China. Journal of Global Information Management (JGIM), 28(1), 121-141. http://doi.org/10.4018/JGIM.2020010107

Share

COinS