The Influence Of Different Types Of Satisfaction On Loyalty Under The Background Of C2C Taobao Shopping

With the emergence and development of different types of e-commerce platforms,the competition for resources has become extremely intense,and the market share of consumer-to-consumer(C2C)platforms has been seriously threatened by the loss of resources.Platform managers try to improve the platform system management,functional construction,and other aspects to enhance customer satisfaction,but there is a problem of the singularity of perspective.The current body of knowledge about how platform satisfaction and loyalty are constructed in the C2C e-commerce environment is incomplete.Therefore,there is an urgent need to study the formation mechanisms of various types of satisfaction in different perspectives of C2C online shopping platforms and the different effects of these different types of satisfaction on loyalty,aiming to protect and enhance the viability and sustainability of C2C platforms in China.Taking C2C as the customer online transaction mode,this paper finds out the existing problems in the formation of customer satisfaction based on research status and literature review at home and abroad,namely,satisfaction is regarded as a onedimensional concept in terms of the concept;only a single platform or seller’s perspective is considered in terms of the framework;and the uniqueness of C2C platforms is not highlighted and distinguished in terms of the characteristics.Through a comparative analysis of C2C platform characteristics and with Business to Customer(B2C)platforms,the different effects of perceived quality on seller satisfaction are explored in four dimensions,i.e.,product,service,price,and relationship,and the effects of different types of satisfaction on loyalty are explored from both seller and platform perspectives.This paper constructs seller-based satisfaction and platformbased satisfaction,respectively.Among them,seller-based satisfaction is distinguished into economic satisfaction and social satisfaction,and their antecedents and consequences are explored.To test the research hypotheses of this paper,the present study conducted a survey and collected data from a real online marketplace(i.e.,Taobao).The results show that seller-based satisfaction positively affects platformbased satisfaction and loyalty;perceived product quality,perceived assurance,and perceived price fairness all have significant effects on economic satisfaction,and perceived relationship quality and perceived empathy have significant effects on social satisfaction;social satisfaction has stronger effects on overall satisfaction and loyalty than economic satisfaction,while a perceived relationship with the seller quality has a stronger effect on social satisfaction.These findings help to understand the literature related to customer satisfaction in the context of C2C e-commerce in China and provide some managerial insights for online sellers and e-commerce platforms.