to build a trusted online secondhand platform: Integrating community and e-commerce Based on the perspective of social capital

Taking Xianyu (Taobao second-hand platform) for an example, this study proposes a framework to identify the integrative effect of community and e-commerce on building the “trustworthiness” of online second-hand transaction platform. Research data was analysed by structural equation modelling based on 565 valid questionnaires. The results revealed that e-commerce service quality (system quality, security assurance, product preferences or related businesses. According to data provided by Alibaba, there have been interactive users in Xianyu community, with a transaction conversion rate of 13.5%, and there are no interactive users in Xianyu community, with a transaction conversion rate of only 0.07%. It can be seen that the Fishpond community has an important impact on the smooth development of online second-hand transactions. However, the relevant theoretical and empirical research is still limited on how the community built on the second-hand platform affects users’ transaction intention.variety and service support) and community quality had direct and interaction e ects on users’ perceived trust, which consequently affected their transaction intention. The findings shed light on how web communities should be used to lead to optimal results in the context of online second-hand transaction