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

Authors:
Huiying Li;Qiang Ye;Rob Law;Zhisheng Wang
Affiliations:
Harbin Institute of Technology, Harbin, China;Harbin Institute of Technology, Harbin, China;The Hong Kong Polytechnic University, Kowloon, Hong Kong;Harbin Institute of Technology, Harbin, China
Venue:
Proceedings of the 12th International Conference on Electronic Commerce: Roadmap for the Future of Electronic Business
Year:
2010

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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.