How to Retain Your Customers: The Impact of Consumer Trust and Commitment in E-marketplaces
Retaining your customers is important for E-sellers to survive in the intensified competitive emarketplace. We approach this issue from the perspective of continuance intention, a behavior intention that describes the willingness of customers to continue transacting with sellers. Drawing upon the trust-commitment theory, as well as institutionbased trust factors, we examine two types of trustees, EC platform and individual E-sellers, in the process of maintaining customers in errarketplaces. A model is theoretically developed to understand customers continuance intention to do business with specific E-sellers on an EC platform. An empirical study was conducted in three public universities to validate the model. The results suggest that affective commitment and calculative commitment jointly nurture customers continuance intention. In addition, five factors of institutionbased trust strongly influence trust in EC platform, and then transfers to trust in individual E-sellers.
e-marketplaces institution-based trust EC platform E-sellers trust commitment, continuance intention
Wei Wang Rui Chen
Management School, Jinan University, China
国际会议
The Eleventh Wuhan International Conference on E-Business(第十一届武汉电子商务国际会议)
武汉
英文
133-143
2012-05-26（万方平台首次上网日期，不代表论文的发表时间）