Online Buying Behavior and Perceived Trustworthiness

Consumer to Consumer (C2C) Online Auction Transaction Intentions: an Application of the Theory of Planned Behaviour

“…Contrary to previous findings (Terry and O'Leary, 1995;Conner and Armitage, 1998), perceived control of external barriers (H6) did not influence their online auction usage. Both trust (H9) and security (H11) failed to significantly influence consumer's online auction usage, contradicting previous findings (Pavlou and Gefen, 2005;Shareef et al, 2013, Schlaegel, 2015, which suggested significant roles for trust and security in predicting e-commerce transactions. Importantly for C2C research, although trust significantly influenced transaction intentions, it was not a significant predictor of online transaction behaviours in the current study.…”

“…This further suggests that within C2C online auctions trust may be an important issue around service quality and satisfaction for the consumer (Vijayasarathy, 2004). Despite the weak role for trust within the model, its statistically significant relationship with online auction intentions does provide more evidence of its, at least minor, role within the C2C transactions (Shareef et al, 2013). In contrast to previous findings, the impact of security in relation to storage of personal information by online auction services was non-significant in the current study (Abdelghaffar and Moustafa, 2013;Sanayei and Bahmani, 2012).…”

“…The role of trust and security within e-commerce transactions are related (Chellappa and Pavlou, 2002;Shareef et al, 2013) not only to each other, but also with the attitudes of users towards the service (George, 2002), which impact on consumer transactions (Vijayasarathy, 2004). The current study explores the role of trust and security further with the following hypotheses:…”

“…Therefore, trust can ultimately affect the relationship between econsumers and online providers (Gefen, Karahanna and Straub, 2003;Koufaris and Hampton-Sosa, 2004). However, most research within the area of trust and online transactions has focused on B2C and not C2C (Shareef et al, 2013). Furthermore, Wu, Cheng and Yen (2014) argue that there has been limited detailed investigation of trust in C2C online auctions.…”

Consumer online purchase behaviour: perception versus expectation

“…Several researchers (Kim et al, 2007;Mukherjee and Nath, 2003;Pavlou and Gefen, 2004;Safari & Thilenius, 2013) suggest that the lack of a trusting attitude toward the online channel can create a potential negative effect among consumers toward selecting this channel as a viable purchasing media. Considering all the important and inhibiting issues associated with online buying channel and based on their extensive empirical study of online consumer behavior, Shareef et al (2013) noted: "Understanding online buying behavior of consumers is very complex, since it is conducted in the virtual medium. There are several driving and inhibiting factors which dominantly influence buyers' decision in purchasing through online medium.…”