Investigating the Determinants of Purchase Intention in C2C E-Commerce

This study aims to examine the determinants of purchase intention in C2C e-commerce. Specifically the role of instant messaging in the C2C e-commerce contextis investigated. In addition to instant messaging, we brought in two antecedents of purchase intention - trust and customer satisfaction - to establish a theoretical research model. Structural equation modeling using LISREL was used to analyze the data.We discussed the research findings and suggested some implications for researchers and practitioners.

Authors:

• Kee-Young Kwahk
• Xi Ge
• Jun-Hyung Park

Keywords:

• E-commerce
• Online marketing
• C2C
• Purchase Intention

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