Consumer trust and repurchase intention in B2C e-commerce: a moderation model

IF 1.2 4区管理学 Q4 MANAGEMENT

European Journal of International Management Pub Date : 2023-01-01 DOI:10.1504/ejim.2023.128426

Zhi Yang, Quang Van Ngo

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引用次数: 1

Abstract

Consumer trust is an important factor in business-to-consumer e-commerce (B2C EC) and has been studied extensively in the marketing field. However, the definition, classification and roles of B2C EC, which are subject to debate, continuously require further research. Therefore, the current study primarily aims to present insights into consumer trust as a multidimensional concept. This study also focuses on the antecedents and consequences of consumer trust by incorporating the perception of retailers' ethics, consumer repurchase intention (CRI), product type, consumer online shopping habit and attitude. The current research extends the 'antecedents-trust-consequences' framework and conducts a survey amongst online shoppers of a B2C EC website in Vietnam. A total of 518 valid questionnaires were collected and used to test the proposed hypotheses through the application of structural equation modelling (SEM). Results indicated that B2C EC comprises three types of trust. Consumer perception of retailers' ethics and CRI also play the role of antecedent and outcome of consumer trust, respectively. Moreover, product type, consumer online shopping habit and consumer attitude act as moderating variables in such a relationship.

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B2C电子商务中消费者信任与再购买意愿:一个调节模型

消费者信任是企业对消费者电子商务(B2C)中的一个重要因素，在营销领域得到了广泛的研究。然而，B2C电子商务的定义、分类和作用等仍存在争议，有待进一步研究。因此，目前的研究主要旨在提出洞察消费者信任作为一个多维的概念。本研究还将零售商的道德认知、消费者再购买意愿(CRI)、产品类型、消费者网上购物习惯和态度纳入消费者信任的前因和后果。目前的研究扩展了“前事-信任-后果”框架，并对越南B2C电子商务网站的在线购物者进行了调查。本研究共收集有效问卷518份，运用结构方程模型(SEM)对提出的假设进行检验。结果表明，B2C电子商务包括三种类型的信任。消费者对零售商道德的认知和消费者信任指数分别起到信任的前因变量和结果变量的作用。此外，产品类型、消费者网购习惯和消费者态度在这种关系中起到调节变量的作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

European Journal of International Management MANAGEMENT-

CiteScore

2.00

自引率

5.60%

发文量

期刊介绍： EJIM is the first international journal devoted entirely to fostering an understanding of issues in international management theory and practice in the newly expanded European arena – including the underrepresented regions of Northern, Central and Eastern Europe – and to providing both conceptual and functional implications useful for the further development of research, teaching practices, and managerial techniques. EJIM also solicits literature that allows for a broader interpretation of research – it welcomes not only papers which adhere to the most common research standards (i.e., largely based on hypothesis testing using quantitative methods), but also those that introduce a more European perspective through qualitative and interdisciplinary contributions.