Abstract:  From the perspective of social presence, a mediated model is constructed to investigate the influence of user experience in virtual community of second-hand e-commerce platform on transaction intention of buyers and sellers through social presence, and the differences of this mechanism on buyers and sellers are emphasized. A total of 512 and 467 valid samples were collected separately from buyers and sellers and a partial least squares structural equation modeling (PLS-SEM) is used. The results show that in the user experience of the virtual community of second-hand e-commerce platform, information experience and social experience affect user trust through social presence, and then affect transaction intention. The effect of social experience on social presence of buyers and sellers is different, and the effect of trust on transaction intention is also different. In the second-hand e-commerce platform, users’ trust in the platform plays a major role in their transaction intention, while the trust in the transaction object has a little effect. This study enriches research theories of second-hand e-commerce, and is valuable in guiding the further development of second-hand e-commerce.

Key words:  second-hand e-commerce, virtual community, social presence, transaction intention, buyers and sellers