Abstract: 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.