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.Therefor...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.展开更多
The current research aims to find out whether the model of the retailer＇s relational satisfaction, developed in a western setting is relevant in a different economic and cultural field of investigation： the Tunisian...The current research aims to find out whether the model of the retailer＇s relational satisfaction, developed in a western setting is relevant in a different economic and cultural field of investigation： the Tunisian post 2011 revolution＇s emerging context, and in a different industry： the retail industry. It explores the distinctive economic and cultural features that affect the retailer＇s relational satisfaction with its consumer goods manufacturers. The study employs a survey based on a face-to-face administered questionnaire. Two hundred and thirty four responses from a survey with Tunisian retailers as well as international retailers operating in Tunisia were obtained. All constructs are measured using five-point Likert type scales （1 = strongly disagree, 5 = strongly agree）. Analyses are conducted using exploratory factor analysis and reliability analysis. The results support the original model with however some differences derived from the Tunisian economic setting as a whole, the characteristics of the Tunisian consumer goods industry as well as the clan characteristic feature of the Tunisian collectivistic culture. Thus, the amount of discounts obtained, does no longer contribute to the retailer＇s economic satisfaction. Moreover, when it comes to social satisfaction, the respondents get uncomfortable, even to deal with a potential negative interaction with their suppliers. For retail companies involved in internationalization in the Maghreb Region, and especially in Tunisia, it seems that other competitive advantages than prices are to be developed, such as the development of private label or other services that create positive perceived value for the Tunisian customer. From a cultural standpoint, western managers have rather to go away from a formalized channel relationship management, while taking into account the importance of interpersonal influence. The study sheds light on the heterogeneity of the so-called Arab-Muslim world. This is highlighted in the management of channel relationship in Tunisia, that is influenced by： （1） The government＇s price regulation and control, especially in many food products; （2） The relative weak importance of discounts in gaining retailer＇s economic satisfaction; （3） The reshaping of the local retailing sector due to the arrival of international retail companies; （4） The clan feature of the Tunisian collectivistic culture that advocates putting priority on interpersonal influence in channel relationship＇s management.展开更多
基金supported by the National Key R&D Program of China(2018YFB1601401).
文摘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.
文摘The current research aims to find out whether the model of the retailer＇s relational satisfaction, developed in a western setting is relevant in a different economic and cultural field of investigation： the Tunisian post 2011 revolution＇s emerging context, and in a different industry： the retail industry. It explores the distinctive economic and cultural features that affect the retailer＇s relational satisfaction with its consumer goods manufacturers. The study employs a survey based on a face-to-face administered questionnaire. Two hundred and thirty four responses from a survey with Tunisian retailers as well as international retailers operating in Tunisia were obtained. All constructs are measured using five-point Likert type scales （1 = strongly disagree, 5 = strongly agree）. Analyses are conducted using exploratory factor analysis and reliability analysis. The results support the original model with however some differences derived from the Tunisian economic setting as a whole, the characteristics of the Tunisian consumer goods industry as well as the clan characteristic feature of the Tunisian collectivistic culture. Thus, the amount of discounts obtained, does no longer contribute to the retailer＇s economic satisfaction. Moreover, when it comes to social satisfaction, the respondents get uncomfortable, even to deal with a potential negative interaction with their suppliers. For retail companies involved in internationalization in the Maghreb Region, and especially in Tunisia, it seems that other competitive advantages than prices are to be developed, such as the development of private label or other services that create positive perceived value for the Tunisian customer. From a cultural standpoint, western managers have rather to go away from a formalized channel relationship management, while taking into account the importance of interpersonal influence. The study sheds light on the heterogeneity of the so-called Arab-Muslim world. This is highlighted in the management of channel relationship in Tunisia, that is influenced by： （1） The government＇s price regulation and control, especially in many food products; （2） The relative weak importance of discounts in gaining retailer＇s economic satisfaction; （3） The reshaping of the local retailing sector due to the arrival of international retail companies; （4） The clan feature of the Tunisian collectivistic culture that advocates putting priority on interpersonal influence in channel relationship＇s management.
