The effects of trust on consumers' continuous purchase intentions in C2C social commerce: A trust transfer perspective

被引：121
|
作者：
Zhao, Jing-Di [1 ]
Huang, Jin-Song [1 ]
Su, Song [2 ]
机构：
[1] Beihang Univ, Sch Econ & Management, 37 XueYuan Rd, Beijing 100191, Peoples R China
[2] Beijing Normal Univ, Business Sch, 19 XinJieKouWai St, Beijing 100875, Peoples R China
来源：
JOURNAL OF RETAILING AND CONSUMER SERVICES | 2019年 / 50卷
基金：
中国国家自然科学基金;
关键词：
Trust transfer theory; Customer-to-customer; Social commerce; Continuous purchase; Brand trust; WORD-OF-MOUTH; BRAND TRUST; ONLINE; SUPPORT; IMPACT; SALES; PROMOTIONS; MODERATOR; PATTERNS; INTERNET;
D O I：
10.1016/j.jretconser.2019.04.014
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This study develops a trust mechanism based on trust transfer theory in the context of customer-to-customer (C2C) social commerce. Based on combined data from 206 sellers and consumers, this study finds that customers have continuous purchase intentions when they trust sellers and brands at the same time and that consumers generate brand trust due to trust in sellers. In addition, with informational and emotional support, consumers can generate trust in individual sellers. Finally, promotion, which is a common strategy used by C2C sellers, will damage the trust transfer from sellers to the brand.
引用
收藏
页码：42 / 49
页数：8
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