Factors Influencing Buyer's Trust in Consumer-to-Consumer E Commmerce
Abstract
C2C e-commerce is increasingly being utilized by individuals to buy and sell products to and from one another. With this increase in use comes the need for specific studies regarding C2C e-commerce. This study develops and tests a model of buyer's trust in C2C e-commerce. Examining previous trust models, perceived web site quality, third party recognition, fear of seller opportunism, information asymmetry, and Internet safety training are proposed to influence buyer's trust. Additionally, the age the individual first started using a computer is proposed to moderate the relationship between Internet safety training and buyer's trust. The findings indicate that all variables significantly influence buyer's trust in C2C e-commerce, except Internet safety training and the moderation of age of first computer use. A discussion and conclusion are provided.
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Recognition of a platform by a third party and the quality of their website contributes to trust development.
“Also, the recognition of a platform by a third party and the quality of their website contributes to trust development (Jones & Leonard, 2014).”
From Antecedents of trust in the sharing economy: A systematic review (2017) · cites this paper as Jones & Leonard, 2014
Fear of seller opportunism is a likely cause for experiencing risk.
“Fear of seller opportunism (i.e. the fear that a seller will only behave in his own best interest) is a likely cause for experiencing risk (Jones & Leonard, 2014).”
From Antecedents of trust in the sharing economy: A systematic review (2017) · cites this paper as Jones & Leonard, 2014
Factors relating to perceived risk have an effect on trust.
“In total, six studies reported factors relating to perceived risk as having an effect on trust (Chen, Lou, et al., 2015;Jones & Leonard, 2014;Möhlmann, 2016;Sutanonpaiboon & Abuhamdieh, 2008;Utz et al., 2009;Zhang et al., 2014).”
From Antecedents of trust in the sharing economy: A systematic review (2017) · cites this paper as Jones & Leonard, 2014
Information asymmetry, where a seller possesses more information, leads to lower levels of trust.
“When buyers experience information asymmetry, a situation wherein a seller possesses more information, this leads to lower levels of trust (Jones & Leonard, 2014;Wang et al., 2015).”
From Antecedents of trust in the sharing economy: A systematic review (2017) · cites this paper as Jones & Leonard, 2014
Cites
Swift Trust and Temporary Groups
Meyerson, D., Weick, K. E., & Kramer, R. M. (1996) · Trust in Organizations: Frontiers of Theory and Research · doi:10.4135/9781452243610.n9 · Cited by 1,887 · cited 1× · see citing works
“As consumers first explore the possibility of interacting with a seller, they look for signs and symbols to determine their confidence in the seller [25].”
BackgroundEVERARD, A., & GALLETTA, D. F. (2005) · Journal of Management Information Systems · doi:10.2753/mis0742-1222220303 · Cited by 451 · see citing works
Trust in consumer-to-consumer electronic commerce
Jones, K., & Leonard, L. N. K. (2008) · Information & Management · doi:10.1016/j.im.2007.12.002 · Cited by 272 · see citing works
Self-citationMcCloskey, D. W. (2006) · Journal of Organizational and End User Computing · doi:10.4018/joeuc.2006070103 · Cited by 268 · see citing works
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Antecedents of trust in the sharing economy: A systematic review
ter Huurne, M., Ronteltap, A., Corten, R., & Buskens, V. (2017) · Journal of Consumer Behaviour · doi:10.1002/cb.1667 · Cited by 456 · see citing works
- Authors
- Jones, K., & Leonard, L. N. K.
- Affiliations
- Quinnipiac University (US)
- University of Tulsa (US)
- ORCID
- Leonard, Lori N. K.
- Venue
- Journal of Computer Information Systems
- Publisher
- Informa UK Limited
- Published
- 2014-06
- Volume
- 54
- Issue
- 4
- Pages
- 71-79
- ISSN
- 0887-4417 (ISSN-L)
- 2380-2057
- OpenAlex
- W2332299894
- Cited by
- 40
- References
- 4
- Citations by year
- 2026: 1 · 2025: 5 · 2024: 5 · 2023: 5 · 2022: 6 · 2021: 6 · 2020: 3 · 2019: 3 · 2017: 5 · 2016: 1
- FWCI
- 3.82
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Computer Information Systems (publishedVersion)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Sociology and Political Science › Privacy, Security, and Data Protection
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Keywords
- consumer-to-consumer e-commerce, buyer trust, perceived website quality, information asymmetry, moderating effect
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