Abstract

The growth and popularity of online shopping platforms have attracted numerous vendors to invest in this shopping channel. Coupon proneness is one key price-related personality influencing trust in online retailing environment. This study seeks to examine the moderating effect of personality trait (coupon proneness) on trust in satisfaction-repurchase intention link. The research model was empirically test by 538 users of a C2C marketplace. Findings of this study support our research hypotheses and illustrate the importance of coupon proneness on trust in C2C marketplaces. Coupon proneness exhibits a significant positive moderating effect on the relationship between satisfaction and trust. We believe that this research has provided useful insights for emarketers as well as for researchers.

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