How Consumer Value on E-commerce Platforms Influences Trust in Sellers*

Abstract

The evaluation specifically categorizes perceived values into functional (composition and information value), emotional, and social dimensions recognized by consumers, aiming to identify pivotal factors contributing to consumer satisfaction and trust. By applying the trust transfer theory, this study aims to determine whether the perceived platform value translates into satisfaction, trust in the platform, and trust in sellers. The goal of this study is to propose a strategy to fortify the relationship between consumers and sellers, ultimately establishing the platform as a reliable and preferred e-commerce platform. Research design, data, and methodology:This study conducted a survey of actual e-commerce consumers through a specialized survey institution. In particular, the study focused on researching three e-commerce platforms: Naver Shopping, Kakao Shopping, and Coupang. Participants were asked to complete a survey based on their primary shopping platform among these three options. Composition value, information value, emotional value, and social value were measured as values perceived for the platform, and platform satisfaction, trust, and trust in sellers were measured together. The study gathered a total of 1,200 responses, ensuring an equal distribution of gender and age groups to represent a diverse consumer population. The collected data underwent reliability and technical statistical analyses using SPSS. Additionally, confirmatory factor analysis, structural equation model fit analysis, and platform-specific multi-group analysis were performed using AMOS software.Results: As a result of SEM (Structural Equation Modeling) analysis, the suitability of the research model was * This work was conducted by the support of Kakao Corp.