The effects of trust on consumers’ continuous purchase intentions in C2C social commerce: A trust transfer perspective

This study develops a trust mechanism based on trust transfer theory in the context of customer-to-customer (C2C) social commerce. Based on combined data from 206 sellers and consumers, this study finds that customers have continuous purchase intentions when they trust sellers and brands at the same...

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Bibliographic Details
Published inJournal of retailing and consumer services Vol. 50; pp. 42 - 49
Main Authors Zhao, Jing-Di, Huang, Jin-Song, Su, Song
Format Journal Article
LanguageEnglish
Published Elsevier Ltd 01.09.2019
Subjects
Brand trust
Continuous purchase
Customer-to-customer
Social commerce
Trust transfer theory
Social commerce
Customer-to-customer
Brand trust
Trust transfer theory
Continuous purchase
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Summary:This study develops a trust mechanism based on trust transfer theory in the context of customer-to-customer (C2C) social commerce. Based on combined data from 206 sellers and consumers, this study finds that customers have continuous purchase intentions when they trust sellers and brands at the same time and that consumers generate brand trust due to trust in sellers. In addition, with informational and emotional support, consumers can generate trust in individual sellers. Finally, promotion, which is a common strategy used by C2C sellers, will damage the trust transfer from sellers to the brand.
ISSN:0969-6989
1873-1384
DOI:10.1016/j.jretconser.2019.04.014