Understanding Trust in C2C E-Commerce: Key Influencers and Pathways for Future Study

The study explores factors influencing trust in C2C e-commerce, highlighting the importance of seller reputation, platform quality, and social interactions in building trust. It calls for more research on cultural dimensions and the seller's perspective to enhance trust in online marketplaces.

The study conducted by Thembekile O. Mayayise from the University of the Witwatersrand, Johannesburg, explores the factors that influence trust in consumer-to-consumer (C2C) e-commerce environments. The research is based on a systematic literature review of peer-reviewed articles and empirical studies from 2013 to 2023. Despite the vast attention given to business-to-consumer (B2C) e-commerce, the consumer-to-consumer market, particularly in the second-hand goods sector, has grown significantly in recent years. This growth has made trust an increasingly critical element in ensuring the successful adoption of C2C platforms. The study highlights the persistent shortage of empirical studies focusing specifically on trust in C2C e-commerce, which has motivated the need for this systematic review. A total of 44 articles were reviewed from five databases, filtered from an initial pool of 382 articles using a rigorous selection process guided by the PRISMA flow diagram.

Trust: The Key to Successful C2C Transactions

The review revealed that C2C transactions often rely on trust between buyers and sellers, a relationship that differs from traditional B2C models where buyers trust established brands or institutions. Trust in C2C environments is largely personal, depending on individual sellers’ reputations, product reviews, pricing strategies, and the presence of seller profile photos. Additionally, factors such as the structural quality of the platform, the user interface, and third-party endorsements play a crucial role in determining whether a buyer is likely to trust a C2C platform. Trust, in this case, is multidimensional, involving trust in the product, the platform, and the individual peer (seller or buyer), often referred to as the "3Ps" of trust. The literature showed that trust plays a critical role in consumer behavior within C2C marketplaces, particularly because of the lack of face-to-face interaction, which makes users more vulnerable to fraud and misrepresentation. Sellers who build strong reputations, maintain transparent communication, and present professional or appealing profile pictures are more likely to earn buyer trust. The presence of profile photos, in particular, was identified as a key factor influencing buyer perceptions, as buyers tend to trust sellers who appear more relatable or humanized through their photos.

Building Trust Through Platform Quality

Beyond personal characteristics, structural elements such as website quality, security features, and privacy protection measures significantly impact a buyer’s decision to trust a platform. Websites that offer a seamless, professional user experience, with visible security assurances and third-party certifications, are more likely to foster a trusting environment. Third-party endorsements, in the form of external reviews or platform certifications, were also seen as vital to ensuring trust, particularly for buyers who may be transacting with strangers for the first time. For sellers, building trust with buyers is also crucial. Seller-side trust is influenced by factors such as buyer reputation, previous transaction experiences, and the transparency of buyer-seller interactions. However, the research pointed out that there has been much less focus on trust from the seller’s perspective, with the majority of studies emphasizing the buyer's experience. This gap highlights a key area for future research, as sellers, too, need assurance that buyers will follow through with payments, respect transaction terms, and avoid fraudulent behavior.

The Social Dimension of Trust

The research further discussed how trust influences various stages of C2C transactions. Initial trust is often formed through social and emotional interactions, with buyers relying heavily on the experiences and reviews of other users. Social referrals, in particular, emerged as a significant factor in trust formation. Buyers are more likely to trust sellers who have been positively reviewed or referred by other users, which amplifies the importance of social credibility in C2C marketplaces. The growing role of social media platforms, where trust is built through likes, shares, and personal endorsements, also plays into this dynamic. Interestingly, while social and emotional factors influence trust, more structural aspects such as perceived security, privacy protection, and familiarity with the platform were also important. Buyers who are more familiar with a platform and its interface are likely to place greater trust in it, particularly if they perceive the platform as secure.

Exploring Cultural Dimensions in C2C Trust

The study also identified open areas for future research, particularly in understanding the cultural dimensions of trust in C2C e-commerce. The role of cultural factors, such as national identity and social norms, in shaping trust dynamics is still underexplored, and further studies could help clarify how different cultural contexts influence buyer-seller trust. Additionally, the impact of seller attractiveness, particularly how profile photos shape trustworthiness, was another area flagged for further exploration. While some studies found that more attractive sellers tend to gain higher trust, others suggested that trust is more complex and can be influenced by many other factors, such as reputation and transaction history.

Practical Insights for Enhancing C2C Trust

The paper concludes by emphasizing the importance of understanding trust in C2C e-commerce for both researchers and practitioners. As C2C platforms continue to grow and evolve, building trust will remain a critical challenge that must be addressed through a combination of personal, social, and structural strategies. The findings from this systematic review offer valuable insights that can help improve trust-building practices, ultimately enhancing user experience and fostering the growth of C2C e-commerce. These insights highlight the need for future research that examines trust from both buyer and seller perspectives, taking into account cultural factors and the evolving role of digital and social media platforms in shaping trust dynamics.