Roles of the Buyer's Trust in Seller in Posted-Price Model of Consumer to Consumer E-Commerce
The buyer's trust in seller in consumer to consumer e-commerce plays a critical role in consumer purchase decisions. Thus, this paper aims at analyzing the relationships between buyer's trust in seller, price discount, and price premium by using product price as a moderator variable. A tru...
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| Veröffentlicht in: | Journal of theoretical and applied electronic commerce research 2015-09, Vol.10 (3), p.30-44 |
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| creator | Joo, Jaehun |
| description | The buyer's trust in seller in consumer to consumer e-commerce plays a critical role in consumer purchase decisions. Thus, this paper aims at analyzing the relationships between buyer's trust in seller, price discount, and price premium by using product price as a moderator variable. A trust function for sellers was calculated through a questionnaire, by using the feedback mechanism and by applying Analytical Hierarchy Process. Our empirical study, using historical transaction data, indicates that buyer's trust in seller in the case of an expensive product is more important than that in an inexpensive product. Buyers'behavior when purchasing a higher-priced product was more sensitive to the buyer's trust in seller than to product price. Product price played the role of a moderator variable in the relationship between buyer's trust in seller and price discount. However, there was no evidence that product price performs the function of a moderator variable in the relationship between buyer's trust in seller and price premium. |
| doi_str_mv | 10.4067/S0718-18762015000300004 |
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Thus, this paper aims at analyzing the relationships between buyer's trust in seller, price discount, and price premium by using product price as a moderator variable. A trust function for sellers was calculated through a questionnaire, by using the feedback mechanism and by applying Analytical Hierarchy Process. Our empirical study, using historical transaction data, indicates that buyer's trust in seller in the case of an expensive product is more important than that in an inexpensive product. Buyers'behavior when purchasing a higher-priced product was more sensitive to the buyer's trust in seller than to product price. Product price played the role of a moderator variable in the relationship between buyer's trust in seller and price discount. However, there was no evidence that product price performs the function of a moderator variable in the relationship between buyer's trust in seller and price premium.</description><identifier>ISSN: 0718-1876</identifier><identifier>EISSN: 0718-1876</identifier><identifier>DOI: 10.4067/S0718-18762015000300004</identifier><language>eng</language><publisher>Curicó: MDPI AG</publisher><subject>BUSINESS ; COMPUTER SCIENCE, SOFTWARE ENGINEERING ; Consumer behavior ; Consumers ; Consumption ; Credibility ; Customer satisfaction ; Customers ; Decision making ; Discounts ; Electronic commerce ; Hierarchies ; Historic ; Hypotheses ; Internet ; Mathematical models ; Moderators ; Prices ; Purchasing ; Questionnaires ; Reputations ; Research design ; Research methodology ; Studies ; Trust</subject><ispartof>Journal of theoretical and applied electronic commerce research, 2015-09, Vol.10 (3), p.30-44</ispartof><rights>Copyright Universidad de Talca Sep 2015</rights><rights>This work is licensed under a Creative Commons Attribution 4.0 International License.</rights><lds50>peer_reviewed</lds50><oa>free_for_read</oa><woscitedreferencessubscribed>false</woscitedreferencessubscribed></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><link.rule.ids>230,314,780,784,864,885,27924,27925</link.rule.ids></links><search><creatorcontrib>Joo, Jaehun</creatorcontrib><title>Roles of the Buyer's Trust in Seller in Posted-Price Model of Consumer to Consumer E-Commerce</title><title>Journal of theoretical and applied electronic commerce research</title><addtitle>J. theor. appl. electron. commer. res</addtitle><description>The buyer's trust in seller in consumer to consumer e-commerce plays a critical role in consumer purchase decisions. Thus, this paper aims at analyzing the relationships between buyer's trust in seller, price discount, and price premium by using product price as a moderator variable. A trust function for sellers was calculated through a questionnaire, by using the feedback mechanism and by applying Analytical Hierarchy Process. Our empirical study, using historical transaction data, indicates that buyer's trust in seller in the case of an expensive product is more important than that in an inexpensive product. Buyers'behavior when purchasing a higher-priced product was more sensitive to the buyer's trust in seller than to product price. Product price played the role of a moderator variable in the relationship between buyer's trust in seller and price discount. 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| source | DOAJ Directory of Open Access Journals; EZB-FREE-00999 freely available EZB journals |
| subjects | BUSINESS COMPUTER SCIENCE, SOFTWARE ENGINEERING Consumer behavior Consumers Consumption Credibility Customer satisfaction Customers Decision making Discounts Electronic commerce Hierarchies Historic Hypotheses Internet Mathematical models Moderators Prices Purchasing Questionnaires Reputations Research design Research methodology Studies Trust |
| title | Roles of the Buyer's Trust in Seller in Posted-Price Model of Consumer to Consumer E-Commerce |
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