Attitude Influencers in C2C E-Commerce: Buying and Selling

Lori N. K. Leonard

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence E-commerce and Technology Innovations

Abstract

C2C e-commerce is a growing area for interactions, and ultimately, transactions. However, very little is known about buyers and sellers in these transactions. This study examines the risk and trust of buyers and sellers by developing two attitudinal models — attitude towards purchasing (for buyers) and attitude towards selling (for sellers). Collecting 248 survey responses from undergraduate students, the results indicate that both trust of the seller and risk of the seller influence the buyer's attitude towards purchasing, but the model changes for seller's attitude towards selling, trust and attitude are combined into one variable and risk is not found to be an influence. A discussion of the implications of these findings is provided along with conclusions.

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References

2003Trust and TAM in Online Shopping: An Integrated Model1 2003Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model 2002Developing and Validating Trust Measures for e-Commerce: An Integrative Typology 1960Modern factor analysis 1968Modern Factor Analysis 2000Consumer trust in an Internet store 1999Building consumer trust online 1996Consumer Reactions to Electronic Shopping on the World Wide Web

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