Abstract
Trust plays an important role between companies and customers in the online shopping environment because of the anonymous transaction environment and the advantage of virtual property. The most rapidly developing trend in Chinese e-business may come from Guanxi, a Chinese term for social trust. In this study, we define Guanxi as the dynamic trust process in the social decisions or activities of the Chinese. With increasing global attention on the outstanding development of Chinese e-business, it would be worthwhile to analyze the dynamic trust process of social e-commerce customers in close combination with the social network. The statistical results obtained using structural equation modeling (SEM) show the importance of trust in a social e-commerce context. The direct positive relationship between the components of the web marketing mix and purchase intention is partially mediated by initial trust and ongoing trust, while initial trust only partially affects purchase intention through ongoing trust.
Highlights
In recent years, China has had significant achievements in all industries, especially in the field of e-commerce
Once we decide to take the stepwise approach toward trust as the moderator of social e-commerce related to purchase intention, it would be appropriate to ask the following questions: does trust really function as a moderator in social e-commerce? If so, what factors affect trust, and how do they affect the dynamic process of trust building between initial and ongoing trust? This study aims to answer these questions related to the role of trust in the dynamic process of the web marketing mix in boosting the purchase intention using structural equation modeling
The results indicated there were no significant differences in the various items of these two groups, which suggests that our sample is free from non-response bias
Summary
China has had significant achievements in all industries, especially in the field of e-commerce. China has the potential to become the biggest market for virtually everything, and e-commerce is no exception. E-commerce is surging, opening up many opportunities for ambitious. Sustainability 2015, 7 companies if they pay close attention to the rapid development in the field. 2014, the number of online shoppers had reached 649 million. China’s e-commerce transaction volume increased to about 5.66 trillion yuan in the first half year of 2014, with year-on-year growth of 30.1%. The deal size in the online retail market was about 1.1 trillion yuan, which marked an increase of
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