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EMAC 2020 Annual Conference


Different value-trust impacts in e-commerce SEM models
(A2020-63359)

Published: May 27, 2020

AUTHORS

Barbara Pethes, BCE; Bernschütz Mária, BUDAPEST UNIVERSITY OF TECHNOLOGY AND ECONOMICS

KEYWORDS

cross-border online shop; model; repurchase

ABSTRACT

In this study, the SEM model of Kim & Sullivan (2017, p199) was built on two different subsamples. The model balances the relative importance of perceived value and online trust in influencing consumers’ repurchase intention. The two subsamples (with relatively reliable subsample size) represent buyers of two well-known brands, n=49 students ordered last time from Alibaba, and n=71 from eBay. The two subsamples are homogenous in regard of gender, age, and the products last time ordered. Our assumption is that Alibaba and eBay have similar performance, because only 2 of the 23 attitudes measured, were significantly different between Alibaba and eBay. Based on this, we accept that the perception of the stores is not different. After the models were built, the difference in total effects of value on trust, was not significant, comparing the two subsamples. (p>0.05). Meanwhile the coefficients of determination are notably different.