Effects of E-Commerce Website's Trusting Actions on Customer's Continuous Intention

Kwon, Ohbyung; Lee, Namyeon

doi:10.7838/jsebs.2014.19.1.159

Cited by 5 publications

(6 citation statements)

References 46 publications

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“…Following this doctrine, past studies in s-commerce mainly measured trust as customer’s one-way evaluation of vendor’s trustworthiness. Another stream of research has pointed out that trust is dyadic and reciprocal in nature (Kwon and Lee, 2014; Serva et al , 2005). For instance, Nguyen et al (2010) regarded the reciprocal nature of trust as “two users trusting each other” (p. 72) and they claimed that the two-way trust represents a stronger relationship between two exchange parties when compared with one-way trust.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Therefore, this study argues that customers’ trust toward s-commerce is built upon two-way exchanges rather than one-way perceptions (Chen et al , 2009; Liang et al , 2011). Prior studies on trust emphasize that two-way trust in social relationships is founded on reciprocity (Blois, 1999; Hollis, 1998; Kwon and Lee, 2014; Srinivasan, 2004). Reciprocity is regarded as “you scratch my back (trust me), and I will do the same on yours (trust you back)” (Nguyen et al , 2010, p. 72).…”

Section: Introductionmentioning

confidence: 99%

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Impacts of user interactions on trust development in C2C social commerce

Leung

Shi

Chow

2019

INTR

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Purpose The purpose of this paper is to understand the effect of two types of reciprocity (restricted reciprocity and generalized reciprocity) on customers’ trust in social commerce (s-commerce) and trust performance (purchase intention and word-of-mouth intention). Furthermore, this study examines how individual and contextual moderators (personal shopping experience and community shared language) could impact the trust development process. Design/methodology/approach This study adopted a survey method and obtained data from 287 users in a customer-to-customer (C2C) s-commerce platform. Structural equation modeling was used to examine the research hypotheses. Findings The results demonstrate that two types of reciprocity positively affect trust in s-commerce. Customers’ trust performance is significantly affected by trust in s-commerce. Additionally, shopping experience in s-commerce is found to positively moderate the relationship between restricted reciprocity and trust in s-commerce. Research limitations/implications The findings help to understand the nature and role of reciprocity in influencing trust and trust-related behaviors in the context of C2C s-commerce. The research also helps to explore the individual and contextual moderators that impact the effect of reciprocity on trust development. Practical implications The results offer a comprehensive view of trust building strategies for s-commerce practitioners, including shoppers, vendors and managers of s-commerce platforms. Originality/value This study is among the first few research studies that offers a theory-based conceptualization of reciprocity in C2C s-commerce and provides empirical support for the impact of reciprocity on customers’ trust in C2C s-commerce. In addition, this study devises a broader view of reciprocity based on restricted and generalized exchange principle to represent the interaction of vendor–shopper and shopper–shopper, respectively.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Impacts of user interactions on trust development in C2C social commerce

Leung

Shi

Chow

2019

INTR

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“…It means that trust should be generated from both trustors and trustees. Accordingly, two users will trust each other (Kwon & Lee 2014, Nguyen et al 2010. Serva and colleagues define reciprocal trust as "results when a party observes the actions of another and reconsider one's attitudes and subsequent behaviors based on those observations" (Serva et al 2005, 627).…”

Section: Effects Of Trust On Social Commerce Transactionsmentioning

confidence: 99%

A game of perceived risk in social commerce transactions – A suggestion for the integration of the trust (payment) feature on social commerce platform sales

Phamthi

2022

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THE AIMS OF THE PAPER To decrease perceived risks and opportunism in social commerce transactions, many social media sites have integrated the checkout feature to their model of social media platform sales, which allows customers to immediately check out without being navigated to other websites. However, this feature is not agreeable to many merchants due to the uncontrollable customer data and other problems. Therefore, the purpose of the paper is to discuss whether merchants should set up the checkout feature in order to increase sales and decrease perceived risks as well as opportunism in social commerce or not. METHODOLOGY To pursue this purpose, the article adopts Prisoner’s Dilemma in game theory to analyze the game of perceived risk that relates to making the deal between sellers and buyers in two possibilities including (1) Do not set up checkout function in social commerce, and (2) set up the checkout function in social commerce. MOST IMPORTANT RESULTS The results show that opportunistic behaviors and perceived risk are the obstacles that negatively affect reciprocal trust, and deter the success of social commerce transactions. Therefore, the role of trusted intermediaries in s-commerce transactions is necesarry. As a result, integrating the checkout feature in s-commerce platforms is a better way to decrease perceived risk between buyers and sellers. Furthermore, it also facilitates removing the opportunistic behavior in social commerce and positively promotes the success of transactions. This study provides a new approach in research of trust and perceived risk in s-commerce. In particular, the paper applies game theory to address two possibilities of the role of s-commerce platforms in online transactions in order to mitigate perceived risk and opportunistic behaviors among buyers and sellers. RECOMMENDATIONS This study motivates online merchants will move to other services such as the checkout feature of these s-commerce platforms. It also convince other merchants to apply this feature when it is available. Further, the paper raises the attention of social network sites (SNS) providers to complete and upgate their features, which brings better user experience. More important, it promotes the development of social moral to make trust based on reciprocity become a kind of social custom.

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“…General attitude could mediate between the perception and the behavioural intention of consumers [23, 28]. Several behavioural intentions could be elected in this study as the purchase intention [27, 29] and continuous usage intention [23, 28, 30, 31]. Along with these behavioural intentions, the prior experience could affect the postadoption process [13].…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The Effect of Information Deception in Price Comparison Site on the Consumer Reactions: An Empirical Verification

Lee

2015

International Journal of Distributed Sensor Networks

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Challenges in the ubiquitous networks deployment are to guarantee the information transparency in the distributed systems. In particular in online market, studies warned that information deception by online sellers and by price comparison site could be fatal in the success of e-marketplace. However, handful of studies had conducted this issue and the findings are still mixed and ambiguous. I challenged to empirically validate the impact of information deception by the price comparison site on the consumer behavioural intentions. I developed the research model based on the literature of information transparency, information deception, institution-based trust, psychological contract violation, and consumer reactions. I conducted the quasi-experiment in two types of price comparison sites. The results of this study had successfully captured the existence and impact of information deception, could contribute to providing more rigorous evidence for the theory, expand the consumer protection research area in IS filed, and suggest the need for the neutral price comparison site for the success of e-marketplace to the regulatory party.

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Effects of E-Commerce Website's Trusting Actions on Customer's Continuous Intention

Cited by 5 publications

References 46 publications

Impacts of user interactions on trust development in C2C social commerce

Impacts of user interactions on trust development in C2C social commerce

A game of perceived risk in social commerce transactions – A suggestion for the integration of the trust (payment) feature on social commerce platform sales

The Effect of Information Deception in Price Comparison Site on the Consumer Reactions: An Empirical Verification

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