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

• Published in: Journal of retailing and consumer services Vol. 50; pp. 42 - 49
• Main Authors: Zhao, Jing-Di, Huang, Jin-Song, Su, Song
• Format: Journal Article
• Language: English
• 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

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...