Abstract
With the rapid popularization of the Internet in China and equally rapid development of e-commerce, an increasing number of individuals prefer the C2C e-commerce platform for shopping. Sellers’ credit evaluation is one of the important reference values of buyers’ online shopping. As the quality of the credit evaluation affects the purchase risks of customers, the C2C e-commerce credit evaluation of online shopping and the purchase risk of customers are studied. This study divides the purchase risk of customers into six dimensions, namely, store risk, product risk, money risk, distribution risk, time risk, and security risk. The effect of C2C credit evaluation on the purchase risk of consumers is then discussed. Subsequently, the effects of the C2C credit rating system and customer purchase risk on the purchase intention of customers are further explored. Furthermore, logistics services, as an important part of C2C e-commerce transactions, are analyzed as a mediator in this research. This study uses regression analysis to test the research hypotheses. Results corroborate that improving the credit evaluation of online shopping can reduce the purchase risk of customers. Logistics service has mediating effects on the credit evaluation of online shopping and the purchase risk of customers. The latter can be reduced through logistics service, thereby further increasing the purchase intention of customers. Among the dimensions of customer purchase risk, product risk, money risk, delivery risk, and time risk are the most significant factors affecting the purchase intention of customers. Increasing the purchase intention of customers by reducing these four risks is possible. The logistics service affects the purchase risk and intentions of customers as well. The mediating effect reduces the purchase risk of customers and improves the ability of logistics service to increase the purchase intention of customers. Moreover, improving credit evaluation can enhance the purchase intention of customers. Logistics service has a mediating effect on the credit evaluation of online shopping and purchase intention of customers. That is, improving the credit evaluation of online shopping can improve the logistics service, thereby increasing the purchase intention of customers. On the basis of these conclusions, this study provides sellers and logistics service providers with constructive suggestions to improve the C2C e-commerce platform.
Highlights
Since the 1990s, China’s e-commerce has developed rapidly, C2C online shopping has advanced greatly, and online shopping has attracted growing attention [1]
This study aims to explore the relationship between the credit evaluation of online shopping, the purchase risk of consumers, logistics services, and the purchase intention of consumers
This study considers that improving credit evaluation can first improve the quality of logistics services and reduce the purchase risk of buyers
Summary
Since the 1990s, China’s e-commerce has developed rapidly, C2C online shopping has advanced greatly, and online shopping has attracted growing attention [1]. According to the 41st Statistical Report on the Development of the Internet in China, the number of Chinese Internet users has reached 772 million, and the penetration rate has reached 55.8% as of December 2017, exceeding the global average by 4.1 percentage points [2]. The transaction scale of the Chinese online shopping market continued to expand, American Journal of Theoretical and Applied Business 2021; 7(1): 16-29 the total number of transactions reached 25.6 billion times, and the average number of transactions per person reached 62 times in 2015 [3] These data reveals that online shopping is becoming increasingly popular with consumers. The underlying reason for these problems is sellers’ credit evaluation
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
More From: American Journal of Theoretical and Applied Business
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.