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

Kiku Jones and Lori N.K. Leonard
Additional contact information
Kiku Jones: University of Tulsa, USA
Lori N.K. Leonard: University of Tulsa, USA

Journal of Electronic Commerce in Organizations (JECO), 2007, vol. 5, issue 4, 39-54

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.

Date: 2007
References: Add references at CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 4018/jeco.2007100103 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jeco00:v:5:y:2007:i:4:p:39-54

Access Statistics for this article

Journal of Electronic Commerce in Organizations (JECO) is currently edited by Pedro Isaías

More articles in Journal of Electronic Commerce in Organizations (JECO) from IGI Global
Bibliographic data for series maintained by Journal Editor ().