The Impact of Customer Orientation towards Sellers and Buyers on the Performance of E-commerce Platforms with the Moderating Role of Customer Purchase Doubt and Seller Purchase Doubt

Document Type : Research Paper

Authors

1 Department of Management, Payame Noor University, Tehran, Iran

2 Department of Information Technology Management, Payame Noor University, Tehran, Iran,

10.22034/cbsj.2025.140228.2634

Abstract

Electronic platforms have become crucial channels for transforming traditional transactional modes. The success of these platforms is closely tied to customer-centric approaches designed to attract sellers and buyers. In the current competitive era, organizations must emphasize on retaining existing customers and building long-term, profitable relationships with them. Fundamental customer retention involves continuously providing superior value to the customer to ensure their satisfaction. The present research aims to examine the impact of customer orientation towards sellers and buyers on the sales performance of e-commerce platforms, with a moderating role in buyer and seller purchase hesitation. The research is practical in terms of its objective, descriptive in its method, and correlational in nature. To gather information regarding the research hypotheses, the study utilized a standard questionnaire from Liu et al. (2020). The population of this research includes all customers and sellers of the online store Digikala in the spring of the year 2023. The sample size was estimated at 384 individuals based on Cochran's formula for an unlimited population. Structural equation modeling was employed for data analysis and hypothesis testing, using the software Amos and SPSS. The obtained results indicate a significant impact of customer orientation towards sellers and buyers on the performance of these platforms. Specifically, when there is no significant difference in purchase hesitation between sellers or buyers, platform companies should focus their limited resources on customer-centric initiatives to attract customers (both sellers and buyers).

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References

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Consumer Behavior Studies Journal
Volume 12, Issue 4
April 2026
Pages 134-156

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