Integrating community and e-commerce to build a trusted online second-hand platform: Based on the perspective of social capital

• Published in: Technological forecasting & social change Vol. 153; p. 119913
• Main Authors: Luo, Nuan, Wang, Yu, Zhang, Mingli, Niu, Tao, Tu, Jianbo
• Format: Journal Article
• Language: English
• Published: New York Elsevier Inc 01.04.2020; Elsevier Science Ltd
• Subjects: E-commerce service quality; Electronic commerce; Internet; Multivariate statistical analysis; Perceived trust; Quality assurance; Quality of service architectures; Second-hand transaction; Social capital; Structural equation modeling; Trade; Virtual community quality; Second-hand transaction; Perceived trust; Virtual community quality; E-commerce service quality
• ISSN: 0040-1625; 1873-5509
• DOI: 10.1016/j.techfore.2020.119913

Taking Xianyu (Taobao second-hand platform) for an example, this study proposes a framework to identify the integrative effect of community and e-commerce on building the “trustworthiness” of online second-hand transaction platform. Research data was analysed by structural equation modelling based on 565 valid questionnaires. The results revealed that e-commerce service quality (system quality, security assurance, product variety and service support) and community quality had direct and interaction effects on users’ perceived trust, which consequently affected their transaction intention. The findings shed light on how web communities should be used to lead to optimal results in the context of online second-hand transaction.