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Then the model is evaluated using empirical data collected at Taobao, the largest C2C e-commerce website in China.  Partial least squares based structural equation modeling (PLS-SEM) results strongly support the model and research hypotheses.  A developing country context can indeed affect the strength of effect.  These results contribute to the literature in that they provide new insights toward a more in-depth theoretical understanding.  Meanwhile, they can also provide useful guidance for managers.<\/jats:p>","DOI":"10.4018\/jgim.2020010107","type":"journal-article","created":{"date-parts":[[2019,11,15]],"date-time":"2019-11-15T11:10:29Z","timestamp":1573816229000},"page":"121-141","source":"Crossref","is-referenced-by-count":33,"title":["Trust, Perceived Benefit, and Purchase Intention in C2C E-Commerce"],"prefix":"10.4018","volume":"28","author":[{"given":"Shukuan","family":"Zhao","sequence":"first","affiliation":[{"name":"Jilin University, Changchun, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yiwen","family":"Fang","sequence":"additional","affiliation":[{"name":"Jilin University, Changchun, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Weiyong","family":"Zhang","sequence":"additional","affiliation":[{"name":"Old Dominion University, Norfolk, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Hong","family":"Jiang","sequence":"additional","affiliation":[{"name":"Jilin University, Changchun, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"JGIM.2020010107-0","doi-asserted-by":"publisher","DOI":"10.1111\/j.1540-5915.1996.tb00842.x"},{"key":"JGIM.2020010107-1","author":"I.Ajzen","year":"1980","journal-title":"Understanding attitudes and predicting social behavior"},{"key":"JGIM.2020010107-2","article-title":"Developing trust in internet commerce.","author":"I.Araujo","year":"2003","journal-title":"Proceedings of the 2003 conference of the Centre for Advanced Studies on Collaborative research"},{"key":"JGIM.2020010107-3","doi-asserted-by":"publisher","DOI":"10.1142\/S2424862218500069"},{"key":"JGIM.2020010107-4","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijhm.2007.10.008"},{"key":"JGIM.2020010107-5","doi-asserted-by":"publisher","DOI":"10.1142\/S2424862218500057"},{"key":"JGIM.2020010107-6","doi-asserted-by":"publisher","DOI":"10.1016\/j.jii.2018.02.004"},{"key":"JGIM.2020010107-7","doi-asserted-by":"publisher","DOI":"10.1108\/IntR-02-2016-0056"},{"key":"JGIM.2020010107-8","doi-asserted-by":"publisher","DOI":"10.1109\/TII.2014.2306391"},{"key":"JGIM.2020010107-9","doi-asserted-by":"publisher","DOI":"10.2753\/JEC1086-4415140105"},{"key":"JGIM.2020010107-10","doi-asserted-by":"publisher","DOI":"10.1080\/10196780701292468"},{"key":"JGIM.2020010107-11","doi-asserted-by":"publisher","DOI":"10.1016\/j.jii.2018.04.001"},{"key":"JGIM.2020010107-12","first-page":"295","article-title":"The partial least squares approach for structural equation modeling","author":"W. 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