A purchasing-intention model in C2C e-commerce of China: The role of perceived risk, trust, perceived benefit and their antecedents

Huiying Li; Qiang Ye; Chun Hung Roberts Law; Zhisheng Wang

doi:10.1145/2389376.2389391

A purchasing-intention model in C2C e-commerce of China: The role of perceived risk, trust, perceived benefit and their antecedents

Huiying Li, Qiang Ye, Chun Hung Roberts Law, Zhisheng Wang

Research output: Chapter in book / Conference proceeding › Conference article published in proceeding or book › Academic research › peer-review

2 Citations (Scopus)

Abstract

From the perspectives of psychology, marketing and information technology, this study developed a theoretical framework describing the purchasing-intention model in C2C e-commerce of China. The model demonstrated that trust, perceived risk, perceived benefit and their antecedents would have an influence on costumers' intention of purchase. Then this study tested the proposed model using Structural Equation Modeling on Internet consumer purchasing behavior data collected via web-based surveys. The results of the study show that Internet consumers' trust, perceived benefit and perceived risk have strong impacts on their intention of purchase. Reputation of sellers, website security, familiarity with websites and group purchase have strong effects on consumers' trust. However, only seller accessibility has a significant impact on perceived risk. Moreover, group purchase has a strong impact on perceived benefit. The results and implications of this research are discussed.

Original language	English
Title of host publication	ICEC 2010 - Proceedings of the 12th International Conference on Electronic Commerce
Subtitle of host publication	Roadmap for the Future of Electronic Business
Pages	101109
Number of pages	1
DOIs	https://doi.org/10.1145/2389376.2389391
Publication status	Published - 1 Dec 2010
Event	12th International Conference on Electronic Commerce, ICEC 2010 - Honolulu, HI, United States Duration: 2 Aug 2010 → 4 Aug 2010

Conference

Conference	12th International Conference on Electronic Commerce, ICEC 2010
Country/Territory	United States
City	Honolulu, HI
Period	2/08/10 → 4/08/10

Keywords

Antecedents of trust
Costumers' intention of purchase
Customer trust
Group purchase
Perceived risk

ASJC Scopus subject areas

Software
Human-Computer Interaction
Computer Vision and Pattern Recognition
Computer Networks and Communications

More information

10.1145/2389376.2389391

Cite this

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title = "A purchasing-intention model in C2C e-commerce of China: The role of perceived risk, trust, perceived benefit and their antecedents",

abstract = "From the perspectives of psychology, marketing and information technology, this study developed a theoretical framework describing the purchasing-intention model in C2C e-commerce of China. The model demonstrated that trust, perceived risk, perceived benefit and their antecedents would have an influence on costumers' intention of purchase. Then this study tested the proposed model using Structural Equation Modeling on Internet consumer purchasing behavior data collected via web-based surveys. The results of the study show that Internet consumers' trust, perceived benefit and perceived risk have strong impacts on their intention of purchase. Reputation of sellers, website security, familiarity with websites and group purchase have strong effects on consumers' trust. However, only seller accessibility has a significant impact on perceived risk. Moreover, group purchase has a strong impact on perceived benefit. The results and implications of this research are discussed.",

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author = "Huiying Li and Qiang Ye and Law, {Chun Hung Roberts} and Zhisheng Wang",

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booktitle = "ICEC 2010 - Proceedings of the 12th International Conference on Electronic Commerce",

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Li, H, Ye, Q, Law, CHR & Wang, Z 2010, A purchasing-intention model in C2C e-commerce of China: The role of perceived risk, trust, perceived benefit and their antecedents. in ICEC 2010 - Proceedings of the 12th International Conference on Electronic Commerce: Roadmap for the Future of Electronic Business. pp. 101109, 12th International Conference on Electronic Commerce, ICEC 2010, Honolulu, HI, United States, 2/08/10. https://doi.org/10.1145/2389376.2389391

A purchasing-intention model in C2C e-commerce of China: The role of perceived risk, trust, perceived benefit and their antecedents. / Li, Huiying; Ye, Qiang; Law, Chun Hung Roberts et al.

ICEC 2010 - Proceedings of the 12th International Conference on Electronic Commerce: Roadmap for the Future of Electronic Business. 2010. p. 101109.

Research output: Chapter in book / Conference proceeding › Conference article published in proceeding or book › Academic research › peer-review

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AU - Wang, Zhisheng

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AB - From the perspectives of psychology, marketing and information technology, this study developed a theoretical framework describing the purchasing-intention model in C2C e-commerce of China. The model demonstrated that trust, perceived risk, perceived benefit and their antecedents would have an influence on costumers' intention of purchase. Then this study tested the proposed model using Structural Equation Modeling on Internet consumer purchasing behavior data collected via web-based surveys. The results of the study show that Internet consumers' trust, perceived benefit and perceived risk have strong impacts on their intention of purchase. Reputation of sellers, website security, familiarity with websites and group purchase have strong effects on consumers' trust. However, only seller accessibility has a significant impact on perceived risk. Moreover, group purchase has a strong impact on perceived benefit. The results and implications of this research are discussed.

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A purchasing-intention model in C2C e-commerce of China: The role of perceived risk, trust, perceived benefit and their antecedents

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Keywords

ASJC Scopus subject areas

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