Trust, Perceived Benefits, and Purchase Intention in C2C E-Commerce: An Empirical Testing in China

Abstract

Consumers in China highly favor the consumer-to-consumer (C2C) e-commerce model, so it is crucial to understand the relationship between consumers' trust in merchants, perceived benefits, and purchase intentions. This article first elaborates on applying trust, perceived benefits, and purchase intention in China's C2C e-commerce model. Then, corresponding hypotheses are proposed, and the questionnaire is designed. Finally, reliability, validity, correlation, and regression analysis are applied to analyze the sample structure and the relationships between various variables. The experimental results show that the reliability and validity detection values are higher than 0.8 and 0.75, respectively, indicating that the reliability and validity of the questionnaire designed are qualified. In the correlation analysis, the hypothesis proposed is validated through correlation coefficients, and the rationality of the hypothesis is further verified through regression analysis.