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Is the Web Marketing Mix Sustainable in China? The Mediation Effect of Dynamic Trust

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  • Yongrok Choi

    (Department of International Trade, Inha University, Inharo100, Nam-gu, Incheon 402-751, Korea)

  • Jingwen Jin

    (Department of International Trade, Inha University, Inharo100, Nam-gu, Incheon 402-751, Korea)

Abstract

Trust plays an important role between companies and customers in the online shopping environment because of the anonymous transaction environment and the advantage of virtual property. The most rapidly developing trend in Chinese e-business may come from Guanxi , a Chinese term for social trust. In this study, we define Guanxi as the dynamic trust process in the social decisions or activities of the Chinese. With increasing global attention on the outstanding development of Chinese e-business, it would be worthwhile to analyze the dynamic trust process of social e-commerce customers in close combination with the social network. The statistical results obtained using structural equation modeling (SEM) show the importance of trust in a social e-commerce context. The direct positive relationship between the components of the web marketing mix and purchase intention is partially mediated by initial trust and ongoing trust, while initial trust only partially affects purchase intention through ongoing trust.

Suggested Citation

  • Yongrok Choi & Jingwen Jin, 2015. "Is the Web Marketing Mix Sustainable in China? The Mediation Effect of Dynamic Trust," Sustainability, MDPI, vol. 7(10), pages 1-21, October.
    • Handle: RePEc:gam:jsusta:v:7:y:2015:i:10:p:13610-13630:d:56805
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    References listed on IDEAS

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    1. Yongrok Choi & Yanni Yu, 2014. "The Influence of Perceived Corporate Sustainability Practices on Employees and Organizational Performance," Sustainability, MDPI, vol. 6(1), pages 1-17, January.
    2. Yongrok Choi & Di Gao, 2014. "The Role of Intermediation in the Governance of Sustainable Chinese Web Marketing," Sustainability, MDPI, vol. 6(7), pages 1-17, June.
    3. Gefen, David & Straub, Detmar W., 2004. "Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services," Omega, Elsevier, vol. 32(6), pages 407-424, December.
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    5. César Tapia-Fonllem & Victor Corral-Verdugo & Blanca Fraijo-Sing & Maria Fernanda Durón-Ramos, 2013. "Assessing Sustainable Behavior and its Correlates: A Measure of Pro-Ecological, Frugal, Altruistic and Equitable Actions," Sustainability, MDPI, vol. 5(2), pages 1-13, February.
    6. Madhu Khanna & Cameron Speir, 2013. "Motivations for Proactive Environmental Management," Sustainability, MDPI, vol. 5(6), pages 1-29, June.
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    Citations

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    Cited by:

    1. Massoud Moslehpour & Van Kien Pham & Wing-Keung Wong & İsmail Bilgiçli, 2018. "e-Purchase Intention of Taiwanese Consumers: Sustainable Mediation of Perceived Usefulness and Perceived Ease of Use," Sustainability, MDPI, vol. 10(1), pages 1-17, January.
    2. Ukrit Suksanguan & Somsak Siwadamrongpong & Thanapong Champahom & Sajjakaj Jomnonkwao & Tassana Boonyoo & Vatanavongs Ratanavaraha, 2022. "Structural Equation Model of Factors Influencing the Selection of Industrial Waste Disposal Service in Cement Kilns," Sustainability, MDPI, vol. 14(7), pages 1-19, March.
    3. Dejin Su & Qixia Du & Dongwon Sohn & Libo Xu, 2017. "Can High-Tech Ventures Benefit from Government Guanxi and Business Guanxi ? The Moderating Effects of Environmental Turbulence," Sustainability, MDPI, vol. 9(1), pages 1-17, January.
    4. Yongrok Choi & Do Quynh Mai, 2018. "The Sustainable Role of the E-Trust in the B2C E-Commerce of Vietnam," Sustainability, MDPI, vol. 10(1), pages 1-18, January.
    5. Yongrok Choi, 2018. "The Asian Values of Guānxì as an Economic Model for Transition toward Green Growth," Sustainability, MDPI, vol. 10(7), pages 1-20, June.
    6. Daeheon Choi & Chune Young Chung & Jason Young, 2019. "Sustainable Online Shopping Logistics for Customer Satisfaction and Repeat Purchasing Behavior: Evidence from China," Sustainability, MDPI, vol. 11(20), pages 1-20, October.
    7. Yongrok Choi & Lili Sun, 2016. "Reuse Intention of Third-Party Online Payments: A Focus on the Sustainable Factors of Alipay," Sustainability, MDPI, vol. 8(2), pages 1-15, February.
    8. Pawel Tadeusz Kazibudzki & Tomasz Witold Trojanowski, 2020. "Examination of marketing mix performance in relation to sustainable development of the Poland’s confectionery industry," PLOS ONE, Public Library of Science, vol. 15(10), pages 1-25, October.
    9. Jeakang Heo & Yongjune Kim & Jinzhe Yan, 2020. "Sustainability of Live Video Streamer’s Strategies: Live Streaming Video Platform and Audience’s Social Capital in South Korea," Sustainability, MDPI, vol. 12(5), pages 1-13, March.

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