The Impacts of Customer Orientation on Behavioral Intention in C2Ce-Commerce Context: The Mediating Role of Customer Value

摘要

This study extends Web site customer orientation and salesperson customer orientation to C2C e-commercemarketing. According to customer orientation and customer value theory, the paper establishes the relationship model ofconsumer-to-consumer (C2C) Web site and seller customer orientation, customer value and behavioral intention. The researchersempirically examine the model employing structural equation modeling (SEM) methodology. At the same time,the researchers analyze the mediating effect of customer value between customer orientation and behavioral intention byusing regression methodology in C2C e-commerce environment. The results show both Web site and seller customer orientationhave significant positive influences on utilitarian value. However, seller customer orientation has insignificantimpact on hedonic value. Findings have revealed customer value has partial mediating role between customer orientationand behavioral intention. The theoretical and practical implications, future research are also discussed.