Understanding buyers' loyalty to a C2C platform: the roles of social capital, satisfaction and perceived effectiveness of e-commerce institutional mechanisms
发布时间：2023-03-21
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- DOI码：
- 10.1111/isj.12079
- 发表刊物：
- Information Systems Journal
- 项目来源：
- "71201150 71101136 71090401 71320107004"
- 关键字：
- social capital, satisfaction, loyalty, institutional mechanisms
- 摘要：
- Drawing upon social capital theory, this study aims to investigate how different dimensions of social capital affect online buyers’ satisfaction and ultimately boost their loyalty to a Consumer-to-Consumer(C2C) platform. Specifically, we propose that three dimensions of social capital (i.e., cognitive, structural and relational capital) contribute positively to the two types ofonline buyers’ satisfaction (i.e., economic and social satisfaction). In addition, we posit that perceived effectiveness of e-commerce institutional mechanisms (PEEIM) moderates the relationships between economic and social satisfaction and buyers’ loyalty to the platform. Three hundred buyers on the Consumer-to-Consumer platform, TaoBao, were surveyed to test the proposed model. The results suggest that buyers’ evaluation of social capital with the community of sellers can enhance their satisfaction with the sellers, which subsequently affect their loyalty to the platform. Furthermore, perceived effectiveness of e-commerce institutional mechanisms negatively moderates the effect ofeconomic satisfaction and positively moderates the effect of social satisfaction on buyers’ loyalty to the platform. The theoretical contributions and practical implications are discussed.
- 备注：
- We gratefully acknowledge the excellent comments and suggestions made by the review team members. The research is supported by the grants from the National Natural Science Foundation of China (NSFC: 71201150, 71101136, 71090401 and 71320107004). Xiayu Chen is the corresponding author.
- 合写作者：
- Huang, Qian, Chen, Xiayu*, Ou, Carol Xiaojuan, Davison, Robert M., & Hua, Zhongsheng.
- 学科门类：
- 管理学
- 文献类型：
- J
- 卷号：
- 27
- 期号：
- 1
- 页面范围：
- 91-119
- ISSN号：
- 1350-1917
- 是否译文：
- 否
- 发表时间：
- 2017-01-01