تجارت الکترونیکی برای ایجاد یک پلت فرم قابل اعتماد آنلاین
Abstract
1- Introduction
2- Theoretical background
3- Research model and hypotheses
4- Research methods
5- Data analysis and results
6- Discussions and implications
References
Abstract
Taking Xianyu (Taobao second-hand platform) for an example, this study proposes a framework to identify the integrative effect of community and e-commerce on building the “trustworthiness” of online second-hand transaction platform. Research data was analysed by structural equation modelling based on 565 valid questionnaires. The results revealed that e-commerce service quality (system quality, security assurance, product variety and service support) and community quality had direct and interaction effects on users’ perceived trust, which consequently affected their transaction intention. The findings shed light on how web communities should be used to lead to optimal results in the context of online second-hand transaction.
Introduction
With the upgrade of consumption structure and the acceleration of product replacement, people have more and more idle belongings, which boost the prosperity of second-hand transaction market. China Business Network, one of the most influential finance media group in China, revealed that China had an idle market of 700 billion Yuan in 2018. With the increasing maturity of Internet technology and the receptivity of second-hand products, consumers, especially the new generation, prefer to carry out transactions on a reliable second-hand platform (Parguel et al., 2017). Encouraged by the huge business opportunities, giants in e-commerce, such as Alibaba Group, Tencent, 58.com and JD.com, step up the online layout around second-hand transaction one after another. Although these online second-hand transaction platforms have made great progress in recent years, there are still some important unsolved problems–trust is just among them. Unlike first-hand products, second-hand products are lack of evaluation standards applicable to their maintaining and maintenance, which will increase risk and uncertainty of the transaction. Therefore, as a prerequisite of successful transaction (Wei et al., 2019; Lin et al., 2015), trust is more critical in online second-hand platforms compared to those ordinary e-commerce platforms. Based on social capital theory, Social support and interaction from other members of the social networks will reduce the risk and uncertainty of members, thus enhancing their trust (Li et al., 2019; Wang et al., 2016). Considering the role of social interaction in users’ belief (Casaló & Romero, 2019; Chang et al., 2017; Hajli, 2014), an increasing number of enterprises are trying to integrate social network application into e-commerce to increase users’ trust. Xianyu, born out of Taobao Second-hand, puts forward the operation mode of “community + e-commerce”. As a counterpart for the virtual community, Fishpond, a column of Xianyu, provides a shared communicating and social platform for users who have common preferences or related businesses. According to data provided by Alibaba, there have been interactive users in Xianyu community, with a transaction conversion rate of 13.5%, and there are no interactive users in Xianyu community, with a transaction conversion rate of only 0.07%. It can be seen that the Fishpond community has an important impact on the smooth development of online second-hand transactions. However, the relevant theoretical and empirical research is still limited on how the community built on the second-hand platform affects users’ transaction intention.