This study uses a content analysis method to systematically review 83 research papers from 2002-2018 to explore consumer-to-consumer (C2C) e-commerce research trends. The findings of this study indicate that (1) C2C e-commerce is discussed and investigated in many disciplines, but mainly published in e-commerce journals; (2) studies on C2C e-commerce increasingly focus on diverse topics, but concentrate on regions such as China and the United States; (3) the focus of academic collaboration has shifted from domestic to international collaboration, and collaboration within the same institution. However, collaboration is scarce across different study teams; (4) the data-driven approach is the main approach used in studies on C2C e-commerce; (5) while the number of recent C2C e-commerce studies adopted theories is increasing, few have developed theoretical frameworks or models. Finally, study implications and future study suggestions are also discussed.
Response to online customer reviews helps increase sales. Extensive research has been carried out on this topic discussing tactics of response, while few scholars looked at it from the social network perspective. The problem is not how to respond but to whom to respond. Essentially, it is an effective online social network, not a response itself that generates trust and sales. In this paper, our main work is to use basic theoretical tools of social network theory to reveal the nature of the relationship between online response and performance. We use a web crawler to scrape data and get a sample of 3379 sellers from a B2B website. The regression results are consistent with the theoretical derivation and provide strong evidence for our assumptions and hypothesis. Sellers’ response to online customer reviews, especially to negative reviews, has a significant positive effect on its sales. Seller’s product price and product heterogeneity play moderating roles in the relationship above. Therefore, sellers should actively participate in online social conversations and get embedded in online social networks. Sellers should see pricing and product diversification strategies as important factors in the networking process. E-commerce platform companies should provide the necessary technical support to accelerate the formation of online communities. Producers should cooperate more with sellers and make full use of the customer review information for product improvement and innovation.
In this study, the authors extended the perceived risk-value model to include customer involvement to conceptualize an adoption intention model in the context of internet-only bank services (IOBSs). Hypotheses were tested using survey data collected in China. A total of 252 valid questionnaires were returned. Structural equation modeling was used to test two models, an antecedent model, and moderating model, constructed by assuming that customer involvement affects the perceived risk-value model in different ways. The findings verified that the perceived value could explain customers' intention to adopt IOBSs, whereas the influences of perceived risk were discovered to be nonsignificant, reducing the fitness of the perceived risk-value model. However, the opposite result was obtained when customer involvement was considered to exert a moderating effect rather than an antecedent effect. The implications of this research for IOBS service operators are discussed, and suggestions for future research are provided.
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