Consumer-to-Consumer Electronic Commerce: A Distinct Research Stream
Consumer-to-consumer (C2C) e-commerce is a growing area of e-commerce. However, according to a meta-analysis of critical themes of e-commerce, C2C e-commerce was only represented in the area of online auctions (Wareham, Zheng, & Straub, 2005). C2C e-commerce can encompass much more than just auctions. The question then becomes, “is C2C e-commerce a different research area that deserves its own stream of research?†This study adapts constructs from a business-to-consumer (B2C) e-commerce study of satisfaction (Devaraj, Fan, & Kohli, 2002) to determine what, if any, the differences are in the C2C e-commerce arena. The constructs include elements of the technology acceptance model (TAM), which includes perceived ease of use and usefulness; transaction cost analysis (TCA), which includes uncertainty, asset specificity, and time; and service quality (SERVQUAL), which includes reliability, responsiveness, assurance, and empathy. Participants in the study answered questions regarding these various constructs in relation to their experiences with C2C e-commerce. The findings indicate that TAM, TCA, and SERVQUAL all impact satisfaction in C2C e-commerce. Reliability and responsiveness (areas of service quality) were found to influence C2C e-commerce satisfaction, where as they were not found to be an influence in the B2C study. These findings warrant further research in the C2C e-commerce arena. The study provides implications for future research and practice.
Year of publication: |
2007
|
---|---|
Authors: | Jones, Kiku ; Leonard, Lori N.K. |
Published in: |
Journal of Electronic Commerce in Organizations (JECO). - IGI Global, ISSN 1539-2937. - Vol. 5.2007, 4, p. 39-54
|
Publisher: |
IGI Global |
Saved in:
Online Resource
Saved in favorites
Similar items by person
-
Leonard, Lori N.K., (2009)
-
Trust in consumer-to-consumer electronic commerce
Jones, Kiku, (2008)
-
The human resource's influence in shaping IT competence
Crawford, Jeff, (2011)
- More ...