Earticle

초록

영어

In recent years, C2C e-commerce has become more and more popular in China.
Chinese C2C buyers use an instant messaging more commonly during transactions compared to other countries, which seems to be an interesting phenomenon. Based on the Chinese market, this study aims to examine the role of instant messaging in the C2C e-commerce context and to find how it impacts buyers’purchase intentions.
In addition to instant messaging, we brought in two antecedents of purchase intention- trust and customer satisfaction - to establish a theoretical research model. Through an online questionnaire survey, we tested and analyzed the research model and its related hypotheses. Structural equation modeling was used to analyze the data, and the results indicated that instant messaging did not directly influence purchase intention but had positive effects both on trust and customer satisfaction, which in turn influenced purchase intention. In conclusion, we discussed the research findings and suggested some implications for researchers and practitioners.

목차

Abstract
 1. Introduction
 2. Literature Review
  2.1 Instant messaging
  2.2 Trust
  2.3 Customer satisfaction
 3. Research model and hypotheses
 4. Research methodology
  4.1 Measure
  4.2 Data collection
 5. Data analysis
  5.1 Measurement model
  5.2 Structural model
 6. Discussions
 7. Implications and limitations
 8. Conclusions
 References

저자

• Xi Ge [ Graduate School of Business IT, Kookmin University ]
• Kee-Young Kwahk [ School of Management Information Systems, Kookmin University ] Corresponding Author

참고문헌