Finally, in a comparison of the two types of online shopping platforms, we
found that the provision of better service quality to reduce perceived risk is of
greater benefit to C2C vendors than those on B2C platforms. B2C platforms provide
more comprehensive service than what is possible on C2C platforms. It follows
that perceived risk has a greater impact on online loyalty on C2C platforms
than on B2C platforms. Therefore, the administrators of C2C platforms must also
set more restrictions on vendors to ensure the protection of consumers. Adding
secure payment mechanisms can also increase seller credibility, and cooperation
with logistics companies can enhance delivery efficiency and alleviate concerns that
packages will be lost or delayed in delivery. As for product safety, providing relevant
certification issued by credible institutes can greatly reduce the uncertainties
and risks perceived by consumers.