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.
| Published in | American Journal of Theoretical and Applied Business (Volume 7, Issue 1) |
| DOI | 10.11648/j.ajtab.20210701.13 |
| Page(s) | 16-29 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2021. Published by Science Publishing Group |
Credit Evaluation, Purchase Risk, Purchase Intention, Logistics Service, Mediating Effect
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APA Style
Ching Kuei Kao, Zhao Ni Chen, Peng Jung Lin. (2021). Effect of Online Shopping Credit Evaluation on Customer Purchase Risk: Logistics Service as a Mediator. American Journal of Theoretical and Applied Business, 7(1), 16-29. https://doi.org/10.11648/j.ajtab.20210701.13
ACS Style
Ching Kuei Kao; Zhao Ni Chen; Peng Jung Lin. Effect of Online Shopping Credit Evaluation on Customer Purchase Risk: Logistics Service as a Mediator. Am. J. Theor. Appl. Bus. 2021, 7(1), 16-29. doi: 10.11648/j.ajtab.20210701.13
AMA Style
Ching Kuei Kao, Zhao Ni Chen, Peng Jung Lin. Effect of Online Shopping Credit Evaluation on Customer Purchase Risk: Logistics Service as a Mediator. Am J Theor Appl Bus. 2021;7(1):16-29. doi: 10.11648/j.ajtab.20210701.13
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Download@article{10.11648/j.ajtab.20210701.13,
author = {Ching Kuei Kao and Zhao Ni Chen and Peng Jung Lin},
title = {Effect of Online Shopping Credit Evaluation on Customer Purchase Risk: Logistics Service as a Mediator},
journal = {American Journal of Theoretical and Applied Business},
volume = {7},
number = {1},
pages = {16-29},
doi = {10.11648/j.ajtab.20210701.13},
url = {https://doi.org/10.11648/j.ajtab.20210701.13},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajtab.20210701.13},
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.},
year = {2021}
}
TY - JOUR T1 - Effect of Online Shopping Credit Evaluation on Customer Purchase Risk: Logistics Service as a Mediator AU - Ching Kuei Kao AU - Zhao Ni Chen AU - Peng Jung Lin Y1 - 2021/03/30 PY - 2021 N1 - https://doi.org/10.11648/j.ajtab.20210701.13 DO - 10.11648/j.ajtab.20210701.13 T2 - American Journal of Theoretical and Applied Business JF - American Journal of Theoretical and Applied Business JO - American Journal of Theoretical and Applied Business SP - 16 EP - 29 PB - Science Publishing Group SN - 2469-7842 UR - https://doi.org/10.11648/j.ajtab.20210701.13 AB - 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. VL - 7 IS - 1 ER -
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