| dc.description.abstract | With the advancement of information technology and the COVID-19 epidemic, online e-commerce platforms have gradually become a more effective communication channel. Transactions between enterprises are also prefer this. However, online platforms are difficult to retain users, which makes the issue of establishing user stickiness of an e-commerce platform worthy of attention. The B2B E-commerce Platform provides potential buyers and sellers among enterprises to exchange products, information and services with an online platform through a third-party exchange model, and facilitate their transactions. This study integrate the theory of trust transfer theory through the cognitive-experiential self theory, and expand the theory of trust transfer to the cognitive and emotional level, to clarify which way the trust is transferred from the B2C e-commerce platform to the B2B e-commerce platform, which is operated by the same brand, and then establish the user stickiness to the B2B e-commerce platform. Also, this study consider the non-spatial proximity of buyers and sellers in the platform, to discuss in whether the proximity of buyers and sellers in two places in the B2B e-commerce platform affects the establishment of stickiness.
This study used questionnaire survey method. A total of 160 valid questionnaires were recovered, and the research hypothesis was analyzed with the PLS-SEM method. Through empirical research, this study finds that from the perspective of a rational system, the perceived similarity, which is one of the aspects of cognitive trust established from the B2C e-commerce platform, can be transferred to the B2B e-commerce platform, and has a positive and significant impact. On the contrary, from the point of view of experience system, the emotional connection established from the B2C e-commerce platform, which belongs to one of the aspects of emotional trust, can be transferred to the B2B e-commerce platform, and has a positive and significant impact on adhesion. In addition, non-spatial proximity has a significant moderating effect between emotional connection and stickiness. The research results of this study can provide reference and suggestions for academics and enterprises in the fields of B2B e-commerce platform and trust transfer in the future. | en_US |