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首页> 外文期刊>Electronic commerce research and applications >From virtual community members to C2C e-commerce buyers: Trust in virtual communities and its effect on consumers' purchase intention
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From virtual community members to C2C e-commerce buyers: Trust in virtual communities and its effect on consumers' purchase intention

机译：从虚拟社区成员到C2C电子商务购买者：对虚拟社区的信任及其对消费者购买意愿的影响

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摘要

In China, major C2C websites are focusing on increasing their customer bases by converting members of their virtual communities (VCs) into C2C buyers and sellers. This phenomenon is called e-commerce based on social networks (ENS). The current research analyzes what factors affect trust building among VC members and how this trust influences the trust in the C2C website or vendor. We propose and empirically test a model of trust in VCs based on the trust formation mechanism. Using data collected from Tao-bao Virtual Community, we show that familiarity, perceived similarity, structural assurance, and trust propensity are important antecedents to trust in members in VCs. Analyses of the two kinds of trust show that trust in members' ability significantly affects three dimensions of trust in the vendor/website in terms of ability, integrity, and benevolence. In addition, trust in members' integrity and benevolence stimulates the purchase intention and trust in the vendor/website's ability positively affects the intention to get information and the purchase intention.
机译：在中国，主要的C2C网站正致力于通过将其虚拟社区（VC）的成员转换为C2C买卖双方来扩大客户群。这种现象称为基于社交网络的电子商务（ENS）。当前的研究分析了哪些因素影响VC成员之间的信任建立，以及这种信任如何影响C2C网站或供应商中的信任。我们提出并基于信任形成机制对VC中的信任模型进行了经验测试。使用从淘宝虚拟社区收集的数据，我们表明，熟悉，感知到的相似性，结构保证和信任倾向是信任VC中成员的重要先决条件。对这两种信任的分析表明，对成员能力的信任在能力，完整性和仁慈方面显着影响供应商/网站对信任的三个维度。此外，对成员的完整性和仁慈的信任会激发购买意愿，而对供应商/网站能力的信任则会积极影响获取信息的意愿和购买意愿。

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