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Theoretical Framework of Consumer to Consumer (C2C) E-Commerce Adoption in Indone

Farah Alfanur and Yasuo Kadono
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Farah Alfanur: Ritsumeikan University, Japan
Yasuo Kadono: Ritsumeikan University, Japan

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Abstract: Consumer to consumer (C2C) e-commerce is growing rapidly especially in Indonesia. It is used by more than 60% of Indonesian internet users. Many individuals and business owners, especially small and medium size enterprises (SMEs) are easy to manage their business using C2C e-commerce. Due to the reasons, C2C e-commerce could give contribution to the Indonesian economic growth. Despite the C2C e-commerce growth, there was limited research focus on C2C e-commerce from consumer's perspectives. To fill this gap, this present research focused on factors influencing the consumer's (buyer) adoption of C2C e-commerce by a conceptual framework based on ellaboration of interview results and literatures. The conceptual framework is proposing hypotheses and factors that influence behavioral intention and purchase decision of users to adopt C2C e-commerce. This study finally would deepen the understanding of the consumer behavior of C2C e-commerce, especially within Indonesian actual conditions.

Keywords: C2C e-commerce; technology adoption; consumer perspective; behavioral intention; purchase decision (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:tkp:mklp17:257

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