An Empirical Analysis of Trust, Perceived Benefit, and Purchase Intention in C2C Electronic Commerce in China

Abstract

With the popularity and development of the internet, China’s consumer-to-consumer (C2C) electronic commerce (EC) system is favored by consumers. Therefore, understanding the relationship among consumers’ trust, perceived benefits (PBs), and purchase intentions (PIs) is of great significance for studying this system. This article proposes the hypothesis of the interaction among the three and designs a questionnaire to explain the application of trust, PB, and PI in China’s C2C EC system. The relationship between the sample structure and the variables is analyzed using reliability, validity, correlation, and regression analysis (RA). The experimental analysis results show that the questionnaire’s reliability and validity values are higher than 0.8 and 0.75, respectively, indicating that the questionnaire design is qualified, and the data are valid. The rationality of the hypothesis proposed here is verified through correlation analysis and RA. This indicates a significant mutual influence relationship among trust, PB, and PI.