Factors Affecting Online Customer-to-Customer Purchase Intention: A Study of Indonesian Customers: SCBTII Proceeding Book The 7th Smart Collaboration for Business in Tehcnology and Information Industries, August 15th-16th 2016

Andi Muhammad Iqbal Lamarauna, Minsani Mariani

Informasi Dasar

17.24.104
657.072
E-Article
15 B

This paper develops a research framework for analyzing customers’ perceptions of using customer-to-customer (C2C) online shop. This paper provides insights into consumer behavior, and the results have important implications for providers of marketers, managers, and designers, and system providers of C2C online shop. An empirical investigation was carried out to test the hypotheses. The samples include 196 respondents. For testing the relationships of the model, Multiple Linear Regression is used. The results show that trust and social influence are key predictors of a customer’s intention to purchase C2C online shop. These findings also indicate, based on gender, only social influence has a significant difference. While based on age, it indicates that only trust has no significant difference. This study not only contributes more understanding of behavior intention theories for researchers, but they also offer useful knowledge to those involved in promoting C2C online shop to potential purchasers. The value of the paper is that the results could be applied to other types of platforms using C2C such as online auction.

Keywords: C2C online shopping; UTAUT; purchase intention; performance expectancy; effort expectancy; social influence; trust

Subjek

ACCOUNTING
 

Katalog

Factors Affecting Online Customer-to-Customer Purchase Intention: A Study of Indonesian Customers: SCBTII Proceeding Book The 7th Smart Collaboration for Business in Tehcnology and Information Industries, August 15th-16th 2016
ISBN: 978-602-73324-1-6
6p.:pdf file.;474KB
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Pengarang

Andi Muhammad Iqbal Lamarauna, Minsani Mariani
Perorangan
 
 

Penerbit

Fakultas Ekonomi Bisnis - Telkom University
Bandung
2016

Koleksi

Kompetensi

 

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