Repurchase intention in C2C e-commerce
Repurchase intention in C2C e-commerce –
A Taobao experience
Acknowledgment
I would like to take this opportunity to express my sincere gratitude to my supervisor, Dr. CHOW, Vincent W S, for his supervision and guidance. During our meetings each time, his priceless opinions and supports provide me practical insights to this project, his point of view always broadens my thinking and his encouragement makes me feel confident to overcome different challenges.
Furthermore, I would like to express my thankfulness to all the people who have helped me to fill in the questionnaires. Without their help, I may not have enough sample size to continue my research analysis.
Abstract
Online shopping becomes more and more popular nowadays and Taobao is one of the popular websites that provides C2C e-commerce service. The entry barrier of online business is low and there are thousands of new shops opened in Taobao every day. To face this intense competition, sellers in Taobao should perform well in relationship quality in order to survive in this e-marketplace. Previous research has discussed the relationship between online relationship quality and online repurchase intention, however, the study only focused in B2C context. In this study, C2C e-commerce will be examined in this topic.
The research model is comprised with 3 groups of factors that many influence customer online relationship quality. They are seller characteristics, seller behavior and consumer personality. For the seller characteristics, perceived website usability, perceived expertise in order fulfillment and perceived reputation are examined. For the seller behavior, distrust in seller behavior is studied. For the consumer personality, it includes consumer disposition to trust. To test the model this study developed, online research were conducted and 131 usable questionnaires are successfully collected through the Internet.
The
A Taobao experience
Acknowledgment
I would like to take this opportunity to express my sincere gratitude to my supervisor, Dr. CHOW, Vincent W S, for his supervision and guidance. During our meetings each time, his priceless opinions and supports provide me practical insights to this project, his point of view always broadens my thinking and his encouragement makes me feel confident to overcome different challenges.
Furthermore, I would like to express my thankfulness to all the people who have helped me to fill in the questionnaires. Without their help, I may not have enough sample size to continue my research analysis.
Abstract
Online shopping becomes more and more popular nowadays and Taobao is one of the popular websites that provides C2C e-commerce service. The entry barrier of online business is low and there are thousands of new shops opened in Taobao every day. To face this intense competition, sellers in Taobao should perform well in relationship quality in order to survive in this e-marketplace. Previous research has discussed the relationship between online relationship quality and online repurchase intention, however, the study only focused in B2C context. In this study, C2C e-commerce will be examined in this topic.
The research model is comprised with 3 groups of factors that many influence customer online relationship quality. They are seller characteristics, seller behavior and consumer personality. For the seller characteristics, perceived website usability, perceived expertise in order fulfillment and perceived reputation are examined. For the seller behavior, distrust in seller behavior is studied. For the consumer personality, it includes consumer disposition to trust. To test the model this study developed, online research were conducted and 131 usable questionnaires are successfully collected through the Internet.
The