|کد مقاله||کد نشریه||سال انتشار||مقاله انگلیسی||ترجمه فارسی||نسخه تمام متن|
|5110824||1377795||2017||12 صفحه PDF||ندارد||دانلود کنید|
â¢We examine how social capital is formed in Consumer-to-Consumer (C2C) online shopping contexts.â¢Both information and system quality positively affect cognitive capital.â¢Service quality positively influences structural capital.â¢Cognitive and relational capital positively affect loyalty.
Buyersâ loyalty is critical for the success and survival of any online seller. Prior research regards social capital as an important determinant of an individualâs behavior. However, current knowledge on how social capital is built in the Consumer-to-Consumer (C2C) e-commerce context is incomplete. Drawing on signaling theory and social capital theory, this study proposes a model to investigate how sellersâ website quality (i.e., information quality, system quality and service quality) affects the development of social capital between buyers and sellers, which in turn improves buyersâ loyalty in the C2C online shopping context. Data collected from 307 buyers on TaoBao, Chinaâs largest C2C online shopping platform, was used to empirically test the research model. The results indicate that not all of these three dimensions of website quality are positively related to cognitive and structural capital. Furthermore, although cognitive and relational capital are positively related to buyersâ loyalty, structural capital is not associated with buyersâ loyalty. Our findings bridge the literature gap about the formation of social capital in the C2C e-commerce context by demonstrating how website quality dimensions exert different effects on cognitive and structural capital. For online sellers, the results suggest that they should strategically offer appropriate website quality dimensions to build social capital with buyers in order to maintain buyersâ loyalty.
Journal: International Journal of Information Management - Volume 37, Issue 1, Part B, February 2017, Pages 1563-1574