상세검색
최근 검색어 전체 삭제
다국어입력
즐겨찾기0
159720.jpg
KCI등재 학술저널

중국 C2C 소셜커머스 플랫폼에서 판매자와 브랜드 신뢰가 지속적 구매의도에 미치는 영향

The Effects of Trust of Sellers and Brands on Customers’ Continuous Purchase Intention in C2C Social Commerce Platform in China

DOI : 10.32599/apjb.12.3.202109.235
  • 97

Purpose - This study analyzed the correlation and influence between social support, trust (seller, brand), and continuous purchase intention in C2C social commerce in China. Design/methodology/approach - To test the hypothesis, SPSS and Smart PLS 3.0 statistical packages were used based on the collected data. Findings - First, it was confirmed that social support (emotional support, informational support) had a positive effect on trust in sellers. Second, it was found that trust in sellers had a positive effect on brand trust. Third, both seller trust and brand trust have a positive effect on consumers continuous purchase intention. Research implications or Originality - When consumers gain emotional and informational support from sellers, trust in sellers will be effectively improved. Companies wishing to improve brand credibility of their products will have to outsource the sale of their products to trusted sellers. The C2C social commerce platform should build its own trust rating system, recommend sellers with high reliability ratings, and encourage sellers to provide consumers with a lot of information about their brand.

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 실증분석

Ⅴ. 결론

References

로딩중