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The purpose of this paper is to compare the relative impacts of trust and risk on individual’s transaction intention in consumer-to-consumer (C2C) e-marketplaces from both the buyers’ and the sellers’ perspectives.

Two surveys were used to collect data regarding buyers’ and sellers’ perceptions and transaction intentions at a typical C2C e-marketplace. Partial least squares was used to analyze the data. A complementary qualitative study was conducted to triangulate the results from the quantitative study.

Institution-based trust (IBT) exerts a stronger influence on transaction intentions for buyers than for sellers. Sellers perceive a stronger impact of trust in intermediary (TII) than buyers on transaction intentions. The impacts of perceived risk in transactions are not different between buyers and sellers. Furthermore, IBT mediates the impacts of TII and perceived risk on transaction intentions for buyers.

The results indicate that the impacts of trust and risk on transaction intention in e-marketplaces do differ between buyers and sellers. This suggests a need to further investigate the buyer–seller difference in online transactions.

Intermediaries need to focus on different types of trust-building mechanisms when attracting buyers and sellers to make transactions in the e-marketplace.

C2C e-marketplaces cannot survive without participation from both buyers and sellers. Most prior research is conducted from the buyers’ perspective. This research sets a starting point for future research to further explore the differences between buyers’ and sellers’ behavior in C2C e-commerce environments.

Through a literature review, we found four potential research topics that are rarely studied in the extant literature, i.e. the missing link between web site quality and flow, an integrative relationships between web site quality, flow, customer satisfaction, and relationship intention even though part of the integrative relationships have been investigated in the previous studies, those flow‐related consumer behaviors in C2C e‐marketplaces, and cross‐national studies on the flow‐related consumer behaviors in the East‐Asian domain. Thus, we attempted to explore the relationships between web site quality, flow, customer satisfaction, and relationship intention in Chinese and Korean C2C e‐marketplaces as well as their cross‐national similarities and differences.

In all, 212 Chinese and 219 Korean online shoppers were surveyed to conduct the above research agenda by structural equation modeling.

Web site quality had some effect on flow and satisfaction in both countries, but different results between the countries were found for the dimensions of web site quality. Flow has a positive impact on satisfaction, but the effect in China was greater than that in Korea. Both flow and satisfaction had a positive effect on relationship intention in the two countries.

There has been little research that addressed the above four research topics respectively or in combination. This study investigates the integrative model between web site quality and flow‐related consumer behaviors in C2C e‐marketplaces. The paper provides empirical evidence of online consumer behaviors in China and Korea, which will help global e‐commerce managers/practitioners in their development of strategies and tactics for the East‐Asian markets.

Consumer-to-consumer (C2C) electronic commerce (e-commerce) is shaping contemporary retailing. Despite the fact that a large amount of C2C e-commerce is conducted in social media-based platforms (e.g. Facebook), it has remained an unexplored area of research, though social media as a commercial platform can result in differing customer value and, thus, has potential for consumer experiences that lie beyond the reach of traditional C2C e-commerce actors. Consequently, the purpose of this paper is to identify and explore distinct consumer profiles of C2C e-commerce in social media.

Confirmatory factor analysis and cluster analysis are employed to analyze the data from a quantitative survey focusing on C2C e-commerce.

Four distinct consumer profiles are introduced and discussed: enthusiasts, bargain hunters, salvagers and apathetics. These profiles capture what kind of value consumers perceive in exchanging used goods with other consumers in Facebook.

The data were collected from one country. Cultural differences in how C2C e-commerce and the role of Facebook are perceived might influence the generalizability of the results. The data set was cross-sectional and based on self-reported data.

First, the study indicates that the social media can offer a unique platform for C2C e-commerce that may result in unique and differentiated consumption experiences. Second, firms should carefully analyze how their existing segments match the consumer profiles presented in this study (enthusiasts, bargain hunters, salvagers, apathetics) to assess future value creation potential and challenges. Third, traditional retailers should evaluate the possibility of acting as a platform for C2C commerce or other types of C2C interaction in order to offer their customers benefits that are characteristic for C2C e-commerce.

This study is among the first attempts to profile C2C e-commerce consumers in social media setting. Interestingly, the profiles differ not in terms of traditional consumer demographics, but on the basis of what kind of value they perceive. Altogether, they grant interesting empirical access to explore the potential and implications of social media-based C2C e-commerce.

The current study aims to systematically review the existing literature, identify the main determinants that impact individuals’ perceptions, attitude, intention and behavior and meta-analytically evaluate their respective strength. Moreover, this study examines the specific mechanism through which more distal factors, such as trust, risk, experience and enjoyment influence individuals’ decision in the context of online auction markets. Finally, the moderating effects of contextual and methodological factors that could potentially influence the relationships are explored. During the past two decades, a large number of empirical studies examined the factors that hinder or foster individuals’ initial and continued acceptance of online auction marketplaces.

Based on the effect sizes reported, 91 studies, including 95 independent samples (N = 36.788), the current study utilizes bivariate meta-analysis, meta-analytic structural equation modeling and weighted least squares regression moderator analysis to examine the nature of the identified relationships, the mechanisms through which they operate and the boundary conditions under which they do or do not hold.

The results show that trust and experience explain individuals’ initial usage intention, while risk and experience explain actual usage behavior, indicating that these variables are viable extensions to the technology acceptance model in the context of online auction marketplaces. The results also demonstrate that, once individuals participate in online auction markets, trust and enjoyment are important predictors of satisfaction, which, in turn, is the strongest determinant of loyalty intention. Furthermore, the results demonstrate that cultural context acts as moderator and, to some degree, explains the mixed empirical findings in prior research.

This study contributes to the existing literature by identifying the main determinants and their average direct and indirect effect on the individuals’ decisions in online auction marketplaces. The findings provide critical insights into the complex network of relationships which impact individuals’ perceptions, attitude, intention and behavior to initially and continuously use online auction marketplaces. Furthermore, the result contributes to the existing research by examining the effect of contextual and methodological boundary conditions – moderating factors that are difficult to test in primary studies.

This study examines the impact of situational and stable animosities on quality evaluation and purchase intention while also testing the moderating effects of within- and cross-country cultural distance. It focuses on the case of the US THAAD missile defense system deployment in South Korea (hereafter, Korea) and investigates how the resulting Chinese consumers' animosity affects their quality evaluation of, and purchase intention toward, Korean cosmetics.

This study utilizes a quantitative approach based on a survey and structural equation modeling. The sample comprises 376 Chinese consumers from 19 Chinese regions.

The results indicate that both stable and situational animosities are negatively associated with purchase intention toward Korean cosmetics. However, their effects on quality evaluation are different. While stable animosity is negatively related to product quality evaluation, situational animosity has no such negative association. Finally, the cultural distance between Chinese regions and Korea strengthens the negative relationship between stable and situational animosities and purchase intention.

The study contributes by better unraveling the effects of stable and situational animosities on perceived product quality. The empirical context is unique because it allows the authors to investigate the relationship between Chinese antagonism toward the THAAD deployment in Korea and Chinese consumers' stable and situational animosities in terms of their quality evaluation of, and purchase intention toward, imported Korean cosmetics. Hence, this study contributes to the literature on consumer animosity by empirically testing the moderating effect of within- and cross-country cultural distance on the relationship between stable and situational animosities and purchase intention.

The study has relevant practical implications, notably for Korean exporters' marketing management and within- and cross-cultural management. The results suggest that countermeasures are needed because Chinese consumers' stable and situational animosities are negatively related to their purchase intention toward Korean cosmetics. Moreover, the findings provide the insight that when foreign firms export culture-sensitive products to a large, multicultural country, their managers should pay attention to within- and cross-cultural differences simultaneously.

Previous studies have shown that the effects of animosity on product evaluation and purchase intention differ depending on the animosity dimension, product type, country and the situation causing animosity, among others. However, the existing literature on animosity has neglected the reality that within-cultural differences in a single large emerging market are relevant to explaining the concept of animosity and its effect on the purchase intention toward culture-sensitive products. Furthermore, none of the animosity studies have touched on the important moderating role of within- and cross-cultural differences between a large and multicultural importing country and a brand's home country in this manner. Therefore, the study fills this gap by empirically examining whether different moderating effects of stable and situational animosities exist for a specific conflict situation caused by a military issue and investigates the causes of these different effects.

The purpose of this paper is to explore the purchase intention in mobile social network games (M-SNGs) through a new perspective and discuss how to effectively promote players’ payment.

The author proposed a research model by integrating customer engagement (CE) and uses and gratification theory (U&G). Three dimensions of CE and three types of U&G were analyzed, respectively to explore the direct and indirect effects on purchase intention in M-SNGs. Online questionnaires were adopted to collect data, and 354 valid samples were analyzed by structural equation modeling approach.

The findings show that hedonic gratification (entertainment) and social gratification (self-presentation) have significant indirect effects on players’ purchase intention in M-SNGs through the mediation effects of CE, whereas this mechanism is not fully applied to utilitarian gratification (flexibility). Besides, three dimensions of CE are not independent, because absorption can indirectly affect vigor through dedication.

The findings suggest that hedonic gratification (entertainment) and social gratification (self-presentation) can trigger three dimensions of CE to stimulate purchase intentions in M-SNGs, and utilitarian gratification (flexibility) can also promote players’ payment through absorption which is one dimension of CE. Some other theoretical and practical implications are also provided.

This study is novel in exploring players’ purchase intentions in M-SNGs by integrating CE and U&G. Meanwhile, the author also intends to reveal the relationships among the three dimensions of CE which are related to in-game purchase intention.

The purpose of this article is to develop a typology of e‐marketplace functionality and then link the typology to the associated value creation potential of differing types of e‐marketplaces.

In‐depth interviews with the executives of 50 e‐marketplaces, a web/mail‐based survey of another 350 e‐marketplaces and interviews with several e‐marketplace customers were conducted.

B2B e‐marketplaces offer a variety of different value propositions. Leading e‐marketplaces have a well‐developed strategy for reaching a particular segment of the buying community, based on service needs. Developing e‐marketplaces do not demonstrate the same focus. On one hand, only a few e‐marketplaces had developed the same winning constellations of services, while on the other hand, most were planning a roll‐out of a wide variety of services that would carry them far beyond a focused strategy. The success of this approach seems problematic.

The prudent customer of an e‐marketplace should weigh their requirements against the functionality found across the broad set of e‐marketplaces as well as against the constellations of functionality (and value creation potential) developed in this research. Only after a careful assessment of needs, can companies make rational decisions about how to effectively use e‐marketplaces.

This research employs a strong research method to create a unique typology of e‐marketplace functionality. This research also links the typology of e‐marketplace functionality to its value creating potential.

Technology has advanced and led the revolution of the online e-commerce industry through various online platforms. These online platforms were integrated to enhance customer's shopping experience, promoting different business models including consumer-to-consumer (C2C) secondary e-commerce market. This new online business model has been gaining interest in both academia and industry due to potential opportunities and challenges to serve customers effectively. This study aims to draw upon the means-end theory to test a conceptual model to understand the role of engagement between different types of trust and satisfaction toward shopping on C2C e-commerce.

A quantitative survey method was developed to test the antecedents and mediator of C2C customer satisfaction. A panel service was used to collect the dataset (n = 294) to test the proposed extended means-end chain theory (MEC) model.

The authors found that the role of trust toward the platform provider and the third-party seller differs based on the perceived value (functional and emotional) and impact of trust on satisfaction. This study provides a rich conceptualization of an instrument for a C2C experience that can serve as a starting point for future research to investigate the antecedents and impacts of the C2C context.

Because of the chosen research approach, the research results may lack generalizability. Therefore, researchers are encouraged to test the proposed hypotheses further in a different context (e.g. country).

The paper includes implications for a guide to designing an effective online C2C retailing strategy.

This paper fulfills an identified need to study how engagement serves different role depending on the trust consumers have toward the intermediary vs the seller, which has a subsequent effect on consumer's satisfaction.

The purpose of this paper is to reveal the impact of the e-tailers’ product variety decisions on their logistics service quality (LSQ) in B2C e-marketplaces. Furthermore, it investigates the mediation of transaction intensity and the moderation of the perceived technical quality in this relationship.

The data were collected from one of Turkey’s biggest e-marketplace firms, N11.com. Consumer evaluations and the e-tailers’ product offers were used to operationalize research variables. Structural equation modeling was used to test the research hypotheses.

Product variety increases the sales of e-tailers but negatively affects their LSQ. This negative effect does not stem from the operational complexity resulting from increased sales; on the contrary, transaction intensity actually suppresses the negative effect of product variety on LSQ. This study additionally reveals that the perceived technical quality weakens the negative impact of product variety on LSQ.

The intense competition in e-marketplaces makes LSQ a key competitive factor, highlighting the importance of revealing its determinants. Although the negative effect of product variety on operational performance has been revealed in manufacturing and physical retailing environments, it has been under-investigated in online retailing. Drawing on a knowledge-based view, this study reveals how product variety decreases LSQ in the online context despite its unique features (i.e. temporal and spatial separation). Moreover, by demonstrating that the delivered product’s instrumental performance affects the perceived LSQ, it reveals that technical quality and functional quality are not disjoint components in online purchases.

This research aims at understanding the routes public e-marketplaces take, in the motor carrier spot market, to generate trust among participants.

This work borrows cue signaling theory and an e-marketplace content analysis instrument from information systems literature. Our primary data captures differences in usage of a broad spectrum of cues between motor carrier spot e-marketplaces and a control sample.

Transportation e-marketplaces use graphical cues more frequently than the control sample, display these cues on their “operational path” (where users click to conduct transactions) and try to generate beliefs in participants' integrity and competence.

The motor carrier online spot market constitutes a relevant test bed for trust-related theories. Several levels of trust-building conceptualizations are tested; the cue level shows the most potential. This paper extends cue signaling theory in the transportation e-marketplace context and calls for further work on operational path cues to enrich swift trust theories.

This study helps e-marketplace designers by identifying essential and facultative cues for the motor carrier spot market.

Research on public spot e-marketplaces in the motor carrier context is scant. The context is described in detail to show its specificities in structures and behaviors. This helps to contribute to both practice and research. By evolving an existing research instrument from information systems literature, this study ensures replicability (problematic in academic research) .