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