An Empirical Study on the Adoption of Consumer-to-Consumer E-commerce: Integrating the UTAUT Model and the Initial Trust Model

Ofori, Kwame Simpe; Boakye, Kwabena G.; Addae, John Agyekum; Ampong, George Oppong Appiagyei; Adu, Adolph Sedem Yaw

doi:10.1007/978-3-319-98827-6_27

Cited by 9 publications

(9 citation statements)

References 25 publications

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“…Sim et al (2018) determined that online shopping customer's trust in the vendor is an essential factor. Ofori et al (2018) studied C2C online shopping using the UTAUT and the initial trust model theoretical frameworks to understand how customers' trust in online shopping was related to online retailing growth in Ghana, Africa. The hypotheses evaluation is summarized as follows.…”

Section: Resultsmentioning

confidence: 99%

The Growth of Online Retailing in India

Samprathi

2023

Preprint

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Industrial experts have agreed that India’s small-scale industries are intensely competitive due to globalization, domestic economic liberalization, and digitization. The purpose of this quantitative correlational study was to evaluate the relationship between transaction costs, customer satisfaction, and customer trust in online shopping with the growth of online retailing in India. The theoretical foundation for this research study was the theory of planned behavior, and the unified theory of acceptance and the use of technology. The research questions examined India’s online retailing growth due to transaction costs, customer satisfaction, and customer trust. The study used a quantitative correlational research design. The data collected by the survey research method were analyzed with the software package IBM SPSS. The results indicated that customer satisfaction and transaction cost are significant predictors and can explain 59% (adjusted R2 = .589) of the variance in online retailing growth in India. The previous research had not empirically verified the relationship between transaction costs, customer satisfaction, and customer trust in online shopping with the growth of online retailing in India. The recommendation was to include environmental factors and to increase sample size in future research. Closing the gap may contribute to a positive social change by preparing small business owners to compete against online retail growth by understanding which factors affect the growth of online retail in India. With online shopping support, small business owners can implement measures to retain and attract customers of specific demographic groups.

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Section: Resultsmentioning

confidence: 99%

The Growth of Online Retailing in India

Samprathi

2023

Preprint

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“…This means that trust determines behaviour (Rousseau et al, 1998) and influences the intention to act (Jung et al, 2018b). Previous studies have suggested that initial trust plays an essential role in enhancing behavioural intention (Kaabachi et al, 2019), and Ofori et al (2018) found a significant relationship between trust and behavioural intention to use e-commerce services. In this context, YRIs who trust FRAs seem more likely to continue to use the technology.…”

Section: Hypothesis Development and Research Modelmentioning

confidence: 95%

No trust, no use: how young retail investors build initial trust in financial robo-advisors

Nourallah

Amin

2022

JFRA

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Purpose The purpose of this study is to describe and analyse the effect of a set of determinants on initial trust and behavioural intention to use financial robo-advisors (FRAs). Design/methodology/approach The theory of perceived risk and the behavioural finance paradigm were used to develop a conceptual model of retail investors’ initial trust in FRAs. Data collected from 554 young retail investors (YRIs) from Sweden and Malaysia were analysed using structural equation modelling. Findings The results of this study indicate that the amount of public information, social media information-seeking and a rational decision style are significantly related to initial trust in FRAs, which in turn is significantly and positively related to the behavioural intention to use this technology. However, none of the risks under study significantly affect the initial trust in FRAs. Practical implications Information is vital to inducing YRIs to rely on FRAs, so the more public and social media information is available, the higher their intention to use this technology. However, YRIs vary in decision style, and the results suggest implementing a more sophisticated system than the current “one-size-fits-all” approach to YRI behaviour. Originality/value The empirical-based model enhances the knowledge of the initial phase of trust-building, when YRIs lack sufficient experience of FRAs. By collecting data from two countries, the study’s novel conclusions may help in developing effective FRA services for the youth segment.

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“…Designers must be careful when choosing an application and navigation scheme in ecommerce (Ganguly et al, 2010). Communication in an information system is formed into three levels (Shannon, 1997) E-commerce acceptance problems that have not been revealed with the original acceptance theory (Hwang et al, 2019;Krontiris et al, 2016;Ofori et al, 2018;Reyes-Menendez et al, 2018;Sim et al, 2019;White Baker et al, 2019).…”

Section: Dimensions Of Technologymentioning

confidence: 99%

“…The (Chiu et al, 2010;White Baker et al, 2019;Gu et al, 2019;Reyes-Menendez et al, 2018;J. B. Kim, 2012;Krontiris et al, 2016;Ofori et al, 2018;Schaupp et al, 2010;Chan et al, 2012;Pascual-Miguel et al, 2015;Moon and Hwang, 2018;Sanny, 2017;Sim et al, 2019) UTAUT þ technical Additional variable (Omar et al, 2017;Sabi et al, 2016;Chan et al, 2012;Krontiris et al, 2016;Khalil Moghaddam and Khatoon-Abadi, 2013;Pazalos et al, 2012;Chan et al, 2012;Zheng et al, 2013) UTAUT þ trust JM2 17,2 growth of e-commerce, especially in Indonesia, Figure 1 (Google, Temasek and Bain and Company, 2019), contributes to economic sustainability (Media Indonesia, A. P, 2019). Considering the rapid growth and visibility offered by e-commerce to consumers and the public, the integration of e-commerce with economic sustainability is needed (Macchion et al, 2017;Mangiaracina et al, 2015;.…”

Section: Dimensions Of Technologymentioning

confidence: 99%

“…This study adopts the technical dimension of e-commerce which is widely used in previous research studies. Technological variables are added to the accepted theory for research problems that have not been revealed with the original acceptance theory (Hwang et al , 2019; Krontiris et al , 2016; Ofori et al , 2018; Reyes-Menendez et al , 2018; Sim et al , 2019; White Baker et al , 2019).…”

Section: Literature Reviewmentioning

confidence: 99%

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E-commerce acceptance in the dimension of sustainability

Haryanti

Subriadi

2021

JM2

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Purpose Technology presents e-commerce as an alternative buying and selling place that is accepted by the public. The high growth of e-commerce has an impact on the sustainability of both the economic dimension, the social dimension and the environmental dimension. Indonesia is the country with the fastest-growing e-commerce but also has the second-largest plastic waste in the world. The synergy of sustainability for e-commerce is an interesting and awaited innovation. This is because sustainability has become the responsibility of all countries in the world. Design/methodology/approach A theoretical understanding of the context of sustainability in e-commerce separately focuses on a company perspective and the use of green products from a consumer perspective. It requires the involvement of e-commerce stakeholders as a whole to get comprehensive research results. The use of qualitative research methods with exploratory approaches is used in this study to reveal the concept of sustainability in e-commerce in Indonesia. Findings This study found similarities in the topic of acceptance of sustainability in e-commerce with a unified theory of acceptance and use of technology (UTAUT) including performance expectancy, effort expectancy, facilitating conditions, social influence and habits. Changes to the variables were revealed due to changes in the e-commerce phase. The variable trust is in the introduction phase and builds trust in e-commerce. Currently, in Indonesia, the e-commerce phase is in a phase of growth and value formation. Habit creation and dependence is a requirement for value formation. Several new topics were proposed in this study, namely, awareness, security, logistics and user interface and user experience (UX). The establishment of an e-commerce identity through UX clearly shows its target market. The e-commerce phase and the topics involved in it can become a reference for e-commerce regulation-making in Indonesia. Research limitations/implications This study is limited to e-commerce in Indonesia with data processing limited to February 2020. Practical implications The results of this study provide an overview of increasing the intention to use e-commerce through human acceptance and engineering dimensions. This research also reveals the stages of e-commerce in Indonesia that can be used as a reference for determining the right regulations for e-commerce and the trade-offs for sustainability. Originality/value This study produces additional references to the intention to use technology by completing the UTAUT model. This study reveals changes in variables in perceived value that are interesting for further research along with technological developments and changes in people’s habits. Exploration carried out can add references to the application of sustainability in e-commerce, especially in developing countries.

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An Empirical Study on the Adoption of Consumer-to-Consumer E-commerce: Integrating the UTAUT Model and the Initial Trust Model

Cited by 9 publications

References 25 publications

The Growth of Online Retailing in India

The Growth of Online Retailing in India

No trust, no use: how young retail investors build initial trust in financial robo-advisors

E-commerce acceptance in the dimension of sustainability

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