B2C电子市场中的卖家声誉及其对购买意愿的影响

Q3 Business, Management and Accounting
Felipe Malak, J. B. Ferreira, Roberto Pessoa de Queiroz Falcão, C. Giovannini
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引用次数: 9

摘要

摘要在线电子市场平台是一种通过中介将买家和卖家联系起来的商业模式,在巴西稳步发展。本研究旨在调查第三方卖家声誉的重要性及其对消费者风险和信任感知的影响;我们还评估了在电子市场平台内对购买意愿的影响。数据是通过对309名受访者的调查收集的,并通过结构方程建模进行测试。所有提出的假设都得到了证实。研究结果表明,第三方卖家的声誉对风险感知产生负面影响,对第三方买家和中介商店的信任产生正面影响。因此,对中介商店的信任似乎对感知风险产生了负面影响,而对购买意愿产生了积极影响。对实践的影响包括对在电子商务部门运营的公司的建议。为了优化其在电子市场的努力,在线零售商应(a)专注于改善第三方卖家的管理及其声誉系统,以提高透明度和互动性;(b)不断投资于品牌、客户服务、培训以及与第三方买家的沟通。此外,企业必须明白,将信任转移给第三方卖家会提高消费者的回购意愿,并使电子商务具有可持续性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Seller Reputation Within the B2C e-Marketplace and Impacts on Purchase Intention
Abstract Online electronic marketplace platforms, a business model that connects buyers with sellers through an intermediary, are steadily growing in Brazil. This research seeks to investigate the importance of the reputation of third-party sellers and its effects on consumers' perceptions of risk and trust; we also assess the consequent impacts on purchase intention within the e-marketplace platform. Data was collected via a survey of 309 respondents and tested through structural equation modeling. All proposed hypotheses were confirmed. The results point to the third-party seller's reputation negatively affecting the perception of risk and positively affecting trust in the third-party seller and the intermediary store. Consequently, trust in the intermediary store seems to negatively influence perceived risk, while positively affecting purchase intention. Implications for practice include suggestions for firms that operate in the e-commerce sector. In order to optimize their efforts in e-marketplaces, online retailers should (a) focus on improving the management of third-party sellers and their reputation systems to promote transparency and interactivity and (b) constantly invest in branding, customer service, training, and communicating with third-party sellers. Also, firms must understand that the transfer of trust to third-party sellers raises consumer repurchase intentions and makes e-businesses sustainable.
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来源期刊
Latin American Business Review
Latin American Business Review Business, Management and Accounting-Business and International Management
CiteScore
2.40
自引率
0.00%
发文量
6
期刊介绍: Latin American Business Review is a quarterly, refereed journal which facilitates the exchange of information and new ideas between academics, business practitioners, public policymakers, and those in the international development community. Special features of the journal will keep you current on various teaching, research, and information sources. These activities all focus on the business and economic environment of the diverse and dynamic countries of the Americas.
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