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Determinants of C2C e-commerce: an empirical analysis of the use of online auction websites among Europeans

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  • M. R. Vicente

Abstract

E-commerce has opened up new commercial opportunities for businesses and consumers. In consumer-to-consumer (C2C) online markets, not only can individuals buy from other individuals but also sell. This article investigates the socio-economic factors shaping individuals' decisions to undertake C2C e-commerce. By means of a multinomial logit model and a unique data set of individuals across the full European Union, C2C purchasing and selling online patterns are analysed. This is an area where empirical evidence has usually focused on consumers' purchasing behaviour and less is known about sellers. Interestingly enough, results point out that the profile of sellers and buyers differs greatly, except for gender. Hence, certain socio-economic features, social online networks and the breath of internet use show different effects over e-selling and e-buying. Moreover, cross-region differences in incomes appear to be correlated with consumers' e-commerce use.

Suggested Citation

  • M. R. Vicente, 2015. "Determinants of C2C e-commerce: an empirical analysis of the use of online auction websites among Europeans," Applied Economics Letters, Taylor & Francis Journals, vol. 22(12), pages 978-981, August.
    • Handle: RePEc:taf:apeclt:v:22:y:2015:i:12:p:978-981
    DOI: 10.1080/13504851.2014.993127
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    References listed on IDEAS

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    1. Jannett Highfill & Kevin O'Brien, 2009. "The determinants of sales on eBay: the case of baseball cards," Applied Economics Letters, Taylor & Francis Journals, vol. 16(14), pages 1421-1424.
    2. Jeffrey M Wooldridge, 2010. "Econometric Analysis of Cross Section and Panel Data," MIT Press Books, The MIT Press, edition 2, volume 1, number 0262232588, April.
    3. Orviska, Marta & Hudson, John, 2009. "Dividing or uniting Europe? Internet usage in the EU," Information Economics and Policy, Elsevier, vol. 21(4), pages 279-290, November.
    4. Goldfarb, Avi & Prince, Jeff, 2008. "Internet adoption and usage patterns are different: Implications for the digital divide," Information Economics and Policy, Elsevier, vol. 20(1), pages 2-15, March.
    5. Hitoshi Yamamoto & Kazunari Ishida & Toshizumi Ohta, 2004. "Modeling Reputation Management System on Online C2C Market," Computational and Mathematical Organization Theory, Springer, vol. 10(2), pages 165-178, July.
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    Cited by:

    1. Laura Lucia-Palacios & Victoria Bordonoba-Juste & Raúl Pérez-López, 2021. "Consumer-to-consumer reselling adoption among European countries: differences between old and young millennials," Service Business, Springer;Pan-Pacific Business Association, vol. 15(2), pages 253-279, June.
    2. McLaughlin, Christopher & McCauley, Laura Bradley & Prentice, Garry & Verner, Emma-Jayne & Loane, Sharon, 2020. "Gender differences using online auctions within a generation Y sample: An application of the Theory of Planned Behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).

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