Attitude Influencers in C2C E-Commerce: Buying and Selling

C2C e-commerce is a growing area for interactions, and ultimately, transactions. However, very little is known about buyers and sellers in these transactions. This study examines the risk and trust of buyers and sellers by developing two attitudinal models - attitude towards purchasing (for buyers)...

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Bibliographic Details
Published in:The Journal of computer information systems 2012-03, Vol.52 (3), p.11-17
Main Author: Leonard, Lori N. K.
Format: Article
Language:English
Subjects:
attitude
Attitudes
Behavior
Brand loyalty
C2C
College students
Consumer attitudes
Consumers
Electronic commerce
Influence
Internet
Purchasing
Risk
Shopping
Social research
Studies
Trust
Websites
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Summary:C2C e-commerce is a growing area for interactions, and ultimately, transactions. However, very little is known about buyers and sellers in these transactions. This study examines the risk and trust of buyers and sellers by developing two attitudinal models - attitude towards purchasing (for buyers) and attitude towards selling (for sellers). Collecting 248 survey responses from undergraduate students, the results indicate that both trust of the seller and risk of the seller influence the buyer's attitude towards purchasing, but the model changes for seller's attitude towards selling, trust and attitude are combined into one variable and risk is not found to be an influence. A discussion of the implications of these findings is provided along with conclusions.
ISSN:0887-4417
2380-2057
DOI:10.1080/08874417.2012.11645554