Exploring the Effects of the Signals on Consumer Trust in the C2C Platform

• Main Authors: CHU, I-HAN, 朱羿翰
• Other Authors: LIN, CHENG-YU
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/2shb8c

碩士 === 國立臺南大學 === 行政管理學系碩士班 === 107 === In the context of C2C online shopping, sellers are suggested to provide more powerful signals to gain consumer trust because of information asymmetry. Past studies explored how sellers increase consumer trust from a single-level perspective. However, online consumers often experienced multiple signals from different resources. To fill this gap, this study develops a framework for investigating how different resource signals (i.e. third parties, platforms and sellers) affect consumer trust and repurchase intentions. In the study, a total of 356 valid samples were used to test the hypotheses through structural equation modeling and hierarchical regression. The result showed that seller's interactivity, platform's structural assurance and third party’s perceived effectiveness of e-commerce institutional mechanisms (PEEIM) had positively influenced on trust, leading to repurchase intentions. In addition, the results found that PEEIM did not negatively moderate the relationship between trust and repurchase intentions. Theoretical and practical implications are discussed.