Investigating The Determinants Of Purchase Intention In C2C E-Commerce

Kee-Young Kwahk · Junhyung Park

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Technology Adoption and User Behaviour Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

This study aims to examine the determinants of purchase intention in C2C e-commerce. Specifically the role of instant messaging in the C2C e-commerce contextis investigated. In addition to instant messaging, we brought in two antecedents of purchase intention - trust and customer satisfaction - to establish a theoretical research model. Structural equation modeling using LISREL was used to analyze the data.We discussed the research findings and suggested some implications for researchers and practitioners.

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2015Influencing factors of trust in consumer-to-consumer electronic commerce with gender and age 2017Factors influencing purchase intention towards consumer-to-consumer e-commerce 2020PENGARUH WEBSITE QUALITY, WEBSITE REPUTATION DAN PERCEIVED RISK TERHADAP PURCHASE INTENTION PADA PERUSAHAHAAN E-COMMERCE 2021Influence of trust and risk on peer-to-peer investment willingness: a bidirectional perspective 2018An Empirical Study on the Adoption of Consumer-to-Consumer E-commerce: Integrating the UTAUT Model and the Initial Trust Model 2020Exploring Trust in Purchase Intention: An Empirical Research on Agricultural Application 2020Theory Acceptance Model and Purchase Intention in Online Shopping

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