The Side of Trust in Online Retailing Environment--Role of Coupon Proneness

摘要：

　　The growth and popularity of online shopping platforms have attracted numerous vendors to invest in this shopping channel.Coupon proneness is one key price-related personality influencing trust in online retailing environment.This study seeks to examine the moderating effect of personality trait (coupon proneness) on trust in satisfaction-repurchase intention link.The research model was empirically test by 538 users of a C2C marketplace.Findings of this study support our research hypotheses and illustrate the importance of coupon proneness on trust in C2C marketplaces.Coupon proneness exhibits a significant positive moderating effect on the relationship between satisfaction and trust.We believe that this research has provided useful insights for emarketers as well as for researchers.

关键词： Coupon proneness Trust Satisfaction Repurchase Value consciousness Online retailing

作者: Xiab ing Zheng Matthew K.O.Lee Christy M.K.Cheung

作者单位: Department of Information Systems, USTC-CityU Joint Advanced Research Center, China Department of Information Systems, City University of Hong Kong, Hong Kong Department of Finance and Decision Sciences, Hong Kong Baptist University, Hong Kong

会议类型: 国际会议

会议名称: The Twelfth Wuhan International Conference on E-Business(第十二届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 560-567

在线出版日期: 2013-05-25（万方平台首次上网日期，不代表论文的发表时间）