Exploring the factors affecting the use of C2C in Colombia

This study analyses the factors that users of consumer-to-consumer (C2C) commerce value as direct influences in the intention to use and the acceptance of a marketplace. An empirical model is formulated, which integrates three variables that evaluate trust and, in turn, other variables that influence C2C intention and purchases, taking a sample of 686 surveys gathered using the Internet in Colombia. The results show that trust is a fundamental factor in this type of electronic commerce in Colombia, given that C2C users seek intermediation pages with third-party recognition (TPR) and high web quality; similarly, key variables in the adoption of this type of commercial platform include finding low prices and social influence. The perception of trust in this type of electronic commerce is a broader concept that requires the analysis of psychosocial factors. For companies that manage marketplaces, this study allows them to focus on key actions and tools in their websites. This study allowsone to get to know the users of this transactional system, specifically for the Latin American region, highlighting the variables that they most consider when engaging in direct commerce between people. The results show that C2C requires marketplaces that guarantee the necessary conditions for a purchase/sale transaction with trust and quality

BEYOND INSTITUTION-BASED TRUST: BUILDING EFFECTIVE ONLINE MARKETPLACES WITH SOCIAL MECHANISMS

Researchers have devoted considerable efforts to design effective online marketplaces, especially with respect to the institutional structures believed to establish buyer trust in the community of sellers. Comparatively speaking, the effectiveness of social mechanisms, although practically evidenced as important, has received much less attention in e-commerce research. In the current study we explore the contribution of social mechanisms–specifically IT-enabled instant messaging, the message box, online community and informal coalition programme–to effective online marketplaces. We propose that these mechanisms facilitate social relationships and trust building processes during transactions, in addition to the existing institutional structures. When consumerto- consumer (C2C) transactions are considered risky, the buyer-seller social relationship is more critical for buyers when forming their transaction intentions. The research model is largely supported by a pilot study of 104 buyers of TaoBao.com, China’s C2C leading marketplace. We discuss the findings, implications, and our preparations for a large-scale study

Trust in Electronic Markets, A Review and Synthesis of Theories

Electronic markets have grown substantially, and they are considered as a significant form of retail. Despite this growth, the lack of physical transactions between different parties as well as concerns about the privacy of users and the security of transactions has led to a decline in users’ trust in these platforms. This deficiency has motivated many researchers to study the concept of trust in the e-commerce environment. In this paper, we have created a comprehensive and up-to-date framework that synthesises the findings of the previous studies. To achieve this aim, we use a systematic literature review method. We searched 17 top-ranked information systems journals and conferences and reviewed the resultant pool of 127 papers. Beyond investigating the antecedents and consequences of trust in e-commerce, we reviewed the theoretical basis used in the literature. The study concludes with implications of the literature for practice and a critical agenda for future research

THE MODERATING EFFECTS OF CONTEXTUAL FACTORS ON A BUYER’S TRUST IN E-COMMERCE PLATFORMS AND SELLERS

Drawing on trust transfer theory and signal theory, we investigate how perceived effectiveness of e-commerce institutional mechanisms (PEEIM) and perceived website quality of the seller (PWQS) moderate the relationships between trust in platform, trust in seller and purchase intention in the context of Consumer to Consumer (C2C) platforms. To test our proposed model, we surveyed 224 buyers of TaoBao, a major Chinese C2C portal. The results indicate that PEEIM has no effect on the relationship between trust in platform and trust in seller, yet it positively moderates the relationship between trust in seller and purchase intention. In addition, PWQS positively moderates the relationship between trust in platform and trust in seller, but negatively moderates the relationship between trust in seller and purchase intention. The theoretical and practical implications are discussed

Perceived Risk and Trust Associated with Purchasing at Electronic Marketplaces

Understanding consumer behavior is of vital importance to consumer oriented e-business models today. In this paper we report on a study into the relationships between consumer perceptions of risk and trust and the intention to purchase at a C2C electronic marketplace. Distinguishing for electronic marketplace settings is that consumer behavior is subject to perceptions of both selling party and the institutional structures of the intermediary operating the system. Building upon the well-established literature of trust we consider the concepts of institutional trust and party trust. We extend this categorization by introducing the concepts of institutional risk and party risk. Next, we adopt the process of measurement instrument development as put forward by Churchill (1979). We develop measurement instruments for institutional trust (4 items), institutional risk (5 items) and party risk (4 items). All measurement scales contain acceptable alpha’s and are unidimensional. An empirical study is applied to explore the relationships between the risk and trust types and consumer purchase intention. The results reveal significant, direct effects of party trust and party risk. Second order effects of institutional trust and institutional risk are investigated and reported. The paper concludes with general observations and recommendations for further research

Trust Transfer and Its Effects on The Continuance Usage of Mobile Service in B2C E-marketplaces

This study extends the concept of expectancy confirmation model (ECM) to discuss the trust as an internal motivation that can make customers continue to use mobile service in the middle of risks and uncertainties in mobile service transactions. This study want to know how to build trust in the B2C E-Marketplaces based on trust transfer theory. In the B2C E-Marketplaces, there are three entities that affect overall trust, such as the intermediary, community of sellers, and mobile service provided by an intermediary. To build customer trust, we need to know the factors that affect trust in those entities and whether customer trust in those entities can influence each other. This study used four antecedents of trust (mobile service quality, familiarity, consumer disposition to trust/CDT, and interpersonal recommendation) as factors that can affect trust. This study obtained 606 respondents who are Go-Jek users spread in Jabodetabek, Bali, Bandung and Surabaya. Data were analyzed by using structural equation modeling (SEM) with AMOS 22.0 tools. Results of this study concluded that trust has a significant impact on customers\u27 continuance intention to use mobile service. Trust in intermediary affected by familiarity, interpersonal recommendation, quality of the mobile service, and CDT. Trust in mobile service influenced by CDT, familiarity, and quality of mobile services. Meanwhile, trust in community of sellers only influenced by quality of the mobile service. In addition, this study also concluded that trust transfer occurred from the intermediary to the community of sellers and from the community of sellers to the mobile service provided by an intermediary

Proactive or Reactive? Platform Governance Strategy in C2C Marketplace

In this paper, we present a case study of two major consumer-to-consumer marketplaces that adopt different platform governance strategies and examine how the users of each marketplace trust other users and the marketplace platforms. Our study was conducted in two steps: qualitative and quantitative research. As a first step, we conducted interviews with the directors of the two platforms. As the second step, we conducted user survey to assess the user perception of platform governance strategies. The preliminary finding from our interview with the operators of two major C2C marketplaces shows that the both operators acknowledge an effective governance system as the key factor of success, but adopt different approaches to ensure effectiveness. Two different strategies for platform governance are adopted: proactive and reactive. The preliminary finding from our user survey indicates that users perceive a reactive strategy as more effective compared to a proactive strategy

How to Retain Your Customers: The Impact of Consumer Trust and Commitment in E-marketplaces

Retaining your customers is important for E-sellers to survive in the intensified competitive e-marketplace. We approach this issue from the perspective of “continuance intention”, a behavior intention that describes the willingness of customers to continue transacting with sellers. Drawing upon the trust-commitment theory, as well as institution-based trust factors, we examine two types of trustees, EC platform and individual E-sellers, in the process of maintaining customers in e-marketplaces. A model is theoretically developed to understand customers’ continuance intention to do business with specific E-sellers on an EC platform. An empirical study was conducted in three public universities to validate the model. The results suggest that affective commitment and calculative commitment jointly nurture customers’ continuance intention. In addition, five factors of institution-based trust strongly influence trust in EC platform, and then transfers to trust in individual E-sellers

Influencing Lenders’ Repeat Investment Intention in P2P Lending Platforms in China through Signaling

Repeated investments by lenders are critical for the survival and success of an online P2P lending platform. Lenders’ trust in a platform influences their investment decisions. This study explores the impact of trust and its antecedents on lender investment intention in online P2P lending platforms. An online survey of 358 active P2P lenders on several leading online P2P lending platforms in China was conducted. Empirical results suggest that lender trust in a platform has a strong influence upon both perceived risk and investment intention. Furthermore, the results show that top management team heterogeneity, reputation, and quality of the platform have significant effects on lender trust. Both theoretical and practical implications of these findings are discussed