Platform trust in C2C e-commerce platform: the sellers’ cultural perspective

Liangjuan Qin (), Qixing Qu (), Li Zhang () and Harris Wu ()
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Liangjuan Qin: University of International Business and Economics
Qixing Qu: University of International Business and Economics
Li Zhang: University of International Business and Economics
Harris Wu: Old Dominion University

Information Technology and Management, 2022, vol. 23, issue 4, No 1, 233-243

Abstract: Abstract With the development of online retailing on third-party e-commerce platforms such as Taobao, the churn of individual shops is becoming increasingly severe. Platform operators are eager to learn the causes of this eroding trust. Based on Hofstede’s cultural dimensions theory, this paper aims to investigate how masculinity, uncertainty avoidance and long-term orientation impact platform trust and the interaction between these three cultural variables. Based on data collected from sellers on the largest Chinese C2C platform, we found that uncertainty avoidance had a negative effect on platform trust, while masculinity and long-term orientation exerted a positive impact on platform trust. A significant association among the cultural factors was also found.

Keywords: Cultural factors; Consumer-to-consumer (C2C) e-commerce platform; Trust; Seller (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s10799-021-00349-1

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