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How do you feel when you see a list of prices? the interplay among price dispersion, perceived risk and initial trust in Chinese C2C market
2015
Journal of Retailing and Consumer Services
The issues of trust fraud, product genuineness and price dispersion jointly make Chinese C2C buyers difficult to identify trustworthy sellers with a low price. Little is known about the generation of initial trust when buyers search products and receive lists of widely ranged prices. This study proposes a theoretical model to explain how price dispersion interacts with other factors in C2C purchase, such as initial trust, perceived risk, perceived value and purchase intention. Product type is
doi:10.1016/j.jretconser.2015.03.007
fatcat:l5udw7lmhze6hfpnywiu7aeuoi