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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Liangjuan Qin & Qixing Qu & Li Zhang & Harris Wu, 2022. "Platform trust in C2C e-commerce platform: the sellers’ cultural perspective," Information Technology and Management, Springer, vol. 23(4), pages 233-243, December.
    • Handle: RePEc:spr:infotm:v:23:y:2022:i:4:d:10.1007_s10799-021-00349-1
    DOI: 10.1007/s10799-021-00349-1
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    References listed on IDEAS

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