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Open AccessOpen Access JUSTC Management 27 April 2023

The influence of different types of satisfaction on loyalty on C2C online shopping platform: From the perspective of sellers and the platform

  • 1.

    School of Management, University of Science and Technology of China, Hefei 230026, China

  • 2.

    SILC Business School, Shanghai University, Shanghai 201800, China

Cite this:
https://doi.org/10.52396/JUSTC-2022-0128
More Information
  • Author Bio:

    Yanan Lu is a master’s student at the University of Science and Technology of China. She received her bachelor’s degree in Management from Hefei University of Technology in 2020. Her research mainly focuses on online consumer behavior and employee IT usage

    Yuting Wang is currently a post-doctor at Shanghai University. She received her Ph.D. degree in Management Science from the University of Science and Technology of China in 2022. Her research mainly focuses on supply chain management, management information system, and consumer behavior

  • Corresponding author: E-mail: yutingw@shu.edu.cn
  • Received Date: 14 September 2022
  • Accepted Date: 07 February 2023
    • Available Online: 27 April 2023
    Abstract

  • Abstract

    With the rise and development of major types of platforms, the competition for resources has become extremely fierce, and the market share of C2C platforms has been seriously threatened by the loss of resources. Therefore, building and maintaining buyers’ satisfaction and loyalty to C2C platforms is critical to the survival and sustainability of C2C platforms in China. However, the current knowledge on how platform satisfaction and loyalty are constructed in the C2C e-commerce environment is incomplete. In this study, seller-based satisfaction and platform-based satisfaction are constructed separately. We further distinguish seller-based transaction satisfaction into economic and social satisfaction and explore their antecedents and consequences. To test our research hypotheses, we conduct a survey and collect data from a real online market (Taobao website). The results show that seller-based transaction satisfaction positively affects platform-based overall satisfaction and loyalty, and that perceived product quality, perceived assurance, and perceived price fairness all have a significant effect on economic satisfaction, whereas perceived relationship quality and perceived empathy significantly influence social satisfaction. These findings help us understand the literature related to customer satisfaction in the context of C2C in China and provide inspiration for online sellers and platforms.

    Graphical abstract

    The figure summarizes the hypothesis test results of this study: Ten hypotheses are all supported.

    Abstract

    With the rise and development of major types of platforms, the competition for resources has become extremely fierce, and the market share of C2C platforms has been seriously threatened by the loss of resources. Therefore, building and maintaining buyers’ satisfaction and loyalty to C2C platforms is critical to the survival and sustainability of C2C platforms in China. However, the current knowledge on how platform satisfaction and loyalty are constructed in the C2C e-commerce environment is incomplete. In this study, seller-based satisfaction and platform-based satisfaction are constructed separately. We further distinguish seller-based transaction satisfaction into economic and social satisfaction and explore their antecedents and consequences. To test our research hypotheses, we conduct a survey and collect data from a real online market (Taobao website). The results show that seller-based transaction satisfaction positively affects platform-based overall satisfaction and loyalty, and that perceived product quality, perceived assurance, and perceived price fairness all have a significant effect on economic satisfaction, whereas perceived relationship quality and perceived empathy significantly influence social satisfaction. These findings help us understand the literature related to customer satisfaction in the context of C2C in China and provide inspiration for online sellers and platforms.

    • Public Summary

    • Seller-based transaction satisfaction positively influences platform-based overall satisfaction and loyalty.
    • We integrate the antecedents of satisfaction from a customer perception perspective into four dimensions based on product, service, price, and relationship and find that the different dimensions have different associations with the economic and social satisfaction of sellers.
    • For Chinese C2C buyers, in addition to economic aspects, social satisfaction and its antecedents are more important factors that cannot be ignored for customer satisfaction.

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    • References(65)
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    Figure  1.  Research model.

    Figure  2.  PLS analysis results.

    [1]
    Ngo V M, Pavelková D. Moderating and mediating effects of switching costs on the relationship between service value, customer satisfaction and customer loyalty: Investigation of retail banking in Vietnam. Journal of International Studies, 2017, 10 (1): 9–33. doi: 10.14254/2071-8330.2017/10-1/1
    [2]
    Blut M, Frennea C M, Mittal V, et al. How procedural, financial and relational switching costs affect customer satisfaction, repurchase intentions, and repurchase behavior: A meta-analysis. International Journal of Research in Marketing, 2015, 32 (2): 226–229. doi: 10.1016/j.ijresmar.2015.01.001
    [3]
    Otto A S, Szymanski D M, Varadarajan R. Customer satisfaction and firm performance: Insights from over a quarter century of empirical research. Journal of the Academy of Marketing Science, 2020, 48 (3): 543–564. doi: 10.1007/s11747-019-00657-7
    [4]
    Fornell C, Morgeson Ⅲ F V, Hult G T M. Stock returns on customer satisfaction do beat the market: Gauging the effect of a marketing intangible. Journal of Marketing, 2016, 80 (5): 92–107. doi: 10.1509/jm.15.0229
    [5]
    Williams P, Ashill N J, Naumann E, et al. Relationship quality and satisfaction: Customer-perceived success factors for on-time projects. International Journal of Project Management, 2015, 33 (8): 1836–1850. doi: 10.1016/j.ijproman.2015.07.009
    [6]
    Ali B J, Saleh P F, Akoi S, et al. Impact of service quality on the customer satisfaction: Case study at online meeting platforms. International Journal of Engineering, Business and Management, 2021, 5 (2): 65–77. doi: 10.22161/ijebm.5.2.6
    [7]
    Yoon H S, Occena L G. Influencing factors of trust in consumer-to-consumer electronic commerce with gender and age. International Journal of Information Management, 2015, 35 (3): 352–363. doi: 10.1016/j.ijinfomgt.2015.02.003
    [8]
    Chen J, Zhang C, Xu Y. The role of mutual trust in building members’ loyalty to a C2C platform provider. International Journal of Electronic Commerce, 2009, 14 (1): 147–171. doi: 10.2753/JEC1086-4415140105
    [9]
    Bagozzi R P, Dholakia U M. Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 2006, 23 (1): 45–61. doi: 10.1016/j.ijresmar.2006.01.005
    [10]
    Xu B, Lin Z, Shao B. Factors affecting consumer behaviors in online buy-it-now auctions. Internet Research, 2010, 20 (5): 509–526. doi: 10.1108/10662241011084086
    [11]
    Hult G T M, Sharma P N, Morgeson Ⅲ F V, et al. Antecedents and consequences of customer satisfaction: Do they differ across online and offline purchases? Journal of Retailing, 2019, 95 (1): 10–23. doi: 10.1016/j.jretai.2018.10.003
    [12]
    Chen X, Huang Q, Davison R M. Economic and social satisfaction of buyers on consumer-to-consumer platforms: The role of relational capital. International Journal of Electronic Commerce, 2017, 21 (2): 219–248. doi: 10.1080/10864415.2016.1234285
    [13]
    Huang Q, Chen X, Ou C X, et al. Understanding buyers’ loyalty to a C2C platform: The roles of social capital, satisfaction and perceived effectiveness of e-commerce institutional mechanisms. Information Systems Journal, 2017, 27 (1): 91–119. doi: 10.1111/isj.12079
    [14]
    Yen C H, Lu H P. Effects of e-service quality on loyalty intention: an empirical study in online auction. Managing Service Quality, 2008, 18 (2): 127–146. doi: 10.1108/09604520810859193
    [15]
    Ashraf A R, Thongpapanl N, Menguc B, et al. The role of m-commerce readiness in emerging and developed markets. Journal of International Marketing, 2017, 25 (2): 25–51. doi: 10.1509/jim.16.0033
    [16]
    Gammoh B S, Mallin M L, Pullins E B, et al. The role of salesperson brand selling confidence in enhancing important sales management outcomes: A social identity approach. Journal of Business Industrial Marketing, 2018, 33 (3): 277–290. doi: 10.1108/JBIM-11-2016-0274
    [17]
    Moliner M A, Sánchez J, Rodriguez R M, et al. Perceived relationship quality and post-purchase perceived value: An integrative framework. European Journal of Marketing, 2007, 41 (11/12): 1392–1422. doi: 10.1108/03090560710821233
    [18]
    Howard J A. Consumer Behavior: Application of Theory. New York: McGraw-Hill Companies, 1977.
    [19]
    Samudro A, Sumarwan U, Simanjuntak M, et al. Assessing the effects of perceived quality and perceived value on customer satisfaction. Management Science Letters, 2020, 10 (5): 1077–1084. doi: 10.5267/j.msl.2019.11.001
    [20]
    Pandey N, Tripathi A, Jain D, et al. Does price tolerance depend upon the type of product in e-retailing? Role of customer satisfaction, trust, loyalty, and perceived value. Journal of Strategic Marketing, 2020, 28 (6): 522–541. doi: 10.1080/0965254X.2019.1569109
    [21]
    Bei L T, Chiao Y C. An integrated model for the effects of perceived product, perceived service quality, and perceived price fairness on consumer satisfaction and loyalty. The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 2001, 14 (1): 125–140.
    [22]
    Ou C X, Pavlou P A, Davison R M. Swift guanxi in online marketplaces: The role of computer-mediated communication technologies. MIS Quarterly, 2014, 38 (1): 209–230. doi: 10.25300/MISQ/2014/38.1.10
    [23]
    Pansari A, Kumar V. Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 2017, 45 (3): 294–311. doi: 10.1007/s11747-016-0485-6
    [24]
    Dabholkar P A, van Dolen W M, de Ruyter K. A dual-sequence framework for B2C relationship formation: Moderating effects of employee communication style in online group chat. Psychology Marketing, 2009, 26 (2): 145–174. doi: 10.1002/mar.20265
    [25]
    Jha S, Balaji M, Yavas U, et al. Effects of frontline employee role overload on customer responses and sales performance: Moderator and mediators. European Journal of Marketing, 2017, 51 (2): 282–303. doi: 10.1108/EJM-01-2015-0009
    [26]
    Jones M A, Suh J. Transaction-specific satisfaction and overall satisfaction: An empirical analysis. Journal of Services Marketing, 2000, 14 (2): 147–159. doi: 10.1108/08876040010371555
    [27]
    Parasuraman A, Zeithaml V A, Berry L L. Reassessment of expectations as a comparison standard in measuring service quality: Implications for further research. Journal of Marketing, 1994, 58 (1): 111–124. doi: 10.1177/002224299405800109
    [28]
    Moriuchi E, Takahashi I. An empirical study on repeat consumer’s shopping satisfaction on C2C e-commerce in Japan: The role of value, trust and engagement. Asia Pacific Journal of Marketing Logistics, 2023, 35 (3): 560–581. doi: 10.1108/apjml-08-2021-0631
    [29]
    Audrain-Pontevia A F, Goala G N, Poncin I. A good deal online: The impacts of acquisition and transaction value on E-satisfaction and E-loyalty. Journal of Retailing Consumer Services, 2013, 20 (5): 445–452. doi: 10.1016/j.jretconser.2013.04.002
    [30]
    Chiou J S, Wu L Y, Sung Y P. Buyer satisfaction and loyalty intention in online auctions: Online auction web site versus online auction seller. Journal of Service Management, 2009, 20 (5): 521–543. doi: 10.1108/09564230910995125
    [31]
    Thakur R. The moderating role of customer engagement experiences in customer satisfaction-loyalty relationship. European Journal of Marketing, 2019, 53 (3): 1278–1310. doi: 10.1108/EJM-11-2017-0895
    [32]
    Huang J, Hsu C H. The impact of customer-to-customer interaction on cruise experience and vacation satisfaction. Journal of Travel Research, 2010, 49 (1): 79–92. doi: 10.1177/0047287509336466
    [33]
    Kwahk K Y, Ge X, Park J H. Investigating the determinants of purchase intention in C2C e-commerce. International Journal of Economics Management Engineering, 2012, 6 (9): 2378–2382. doi: 10.5281/zenodo.1333702
    [34]
    Lu J, Wang L, Hayes L A. How do technology readiness, platform functionality and trust influence C2C user satisfaction? Journal of Electronic Commerce Research, 2012, 13 (1): 50–69.
    [35]
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