Abstract
The growth and popularity of online shopping platforms have attracted numerous vendors to invest in this shopping channel. Coupon proneness is one key price-related personality influencing trust in online retailing environment. This study seeks to examine the moderating effect of personality trait (coupon proneness) on trust in satisfaction-repurchase intention link. The research model was empirically test by 538 users of a C2C marketplace. Findings of this study support our research hypotheses and illustrate the importance of coupon proneness on trust in C2C marketplaces. Coupon proneness exhibits a significant positive moderating effect on the relationship between satisfaction and trust. We believe that this research has provided useful insights for emarketers as well as for researchers.
| Original language | English |
|---|---|
| Title of host publication | Twelfth Wuhan International Conference On E-business |
| Editors | FG Duserick |
| Pages | 560-567 |
| Number of pages | 8 |
| Publication status | Published - 2013 |
| Externally published | Yes |
| Event | 12th Wuhan International Conference on E-Business, WHICEB 2013 - Wuhan, China Duration: 25 May 2013 → 26 May 2013 |
Conference
| Conference | 12th Wuhan International Conference on E-Business, WHICEB 2013 |
|---|---|
| Country/Territory | China |
| City | Wuhan |
| Period | 25/05/13 → 26/05/13 |
Keywords
- Coupon proneness
- Online retailing
- Repurchase
- Satisfaction
- Trust
- Value consciousness
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