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Consumer-to-Consumer Electronic Commerce: A Distinct Research Stream

Author

Listed:
  • Kiku Jones

    (University of Tulsa, USA)

  • Lori N.K. Leonard

    (University of Tulsa, USA)

Abstract

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.

Suggested Citation

  • Kiku Jones & Lori N.K. Leonard, 2007. "Consumer-to-Consumer Electronic Commerce: A Distinct Research Stream," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 5(4), pages 39-54, October.
    • Handle: RePEc:igg:jeco00:v:5:y:2007:i:4:p:39-54
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    Cited by:

    1. Nguyen Hong Quan & Nguyen Thi Binh & Bui Thi Ly, 2022. "Impact of smart locker use on customer satisfaction of online shoppers in Vietnam," Palgrave Communications, Palgrave Macmillan, vol. 9(1), pages 1-11, December.
    2. Yoon, Hyun Shik & Occeña, Luis G., 2015. "Influencing factors of trust in consumer-to-consumer electronic commerce with gender and age," International Journal of Information Management, Elsevier, vol. 35(3), pages 352-363.
    3. Juan F. Tavera Mesías & Juan C. Sánchez Giraldo & Bernardo Ballesteros Díaz, 2011. "Aceptación del E-Commerce en Colombia: un estudio para la ciudad de Medellín," Revista Facultad de Ciencias Económicas, Universidad Militar Nueva Granada, December.
    4. Juan Fernando Tavera & Beatriz E. Londoño, 2014. "Factores determinantes de la aceptación tecnológica del e-commerce en paises emergentes," Revista Ciencias Estratégicas, Universidad Pontificia Bolivariana, April.

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