Consumer-to-Consumer Ecommerce: Acceptance and Intended Behavior

Consumer-to-consumer ecommerce is used by individuals who come together to buy and sell products. With the widespread use of this commerce environment comes the need to explore potential influences on its acceptance or one’s intention to use it. Using the technology acceptance model, the theory of planned behavior, and ecommerce success theory, a research model is proposed. After collecting 94 survey responses, the model is examined using regression analysis. The findings indicate that perceived usefulness, perceived ease of use, attitude, and satisfaction influence one’s acceptance of or intention to use consumer-to-consumer ecommerce. A discussion of the study findings is provided

A conceptual framework for value co-creation practices in C2C social commerce environment

The concepts of value creation and co-creation have been widely discussed, yet the contribution that information and communication technologies (ICTs) can make in this area is under-researched. The objective of this study is to investigate the nature of value creation and co-creation practices in C2C social commerce highlighting the role of ICT in the practices. This research in progress paper outlines the development of a framework which will be used to investigate the relationship between ICT and value creation in the C2C social commerce environment. The framework concentrates on four key elements in the co-creation of value: the role of ICT; relationships; actors; and types of value. The framework has been developed based on an extensive literature review of relevant research in the areas of Marketing and Information Systems. The intention is to test the framework on C2C social commerce sites in South East Asia

Exploring the factors affecting the use of C2C in Colombia

This study analyses the factors that users of consumer-to-consumer (C2C) commerce value as direct influences in the intention to use and the acceptance of a marketplace. An empirical model is formulated, which integrates three variables that evaluate trust and, in turn, other variables that influence C2C intention and purchases, taking a sample of 686 surveys gathered using the Internet in Colombia. The results show that trust is a fundamental factor in this type of electronic commerce in Colombia, given that C2C users seek intermediation pages with third-party recognition (TPR) and high web quality; similarly, key variables in the adoption of this type of commercial platform include finding low prices and social influence. The perception of trust in this type of electronic commerce is a broader concept that requires the analysis of psychosocial factors. For companies that manage marketplaces, this study allows them to focus on key actions and tools in their websites. This study allowsone to get to know the users of this transactional system, specifically for the Latin American region, highlighting the variables that they most consider when engaging in direct commerce between people. The results show that C2C requires marketplaces that guarantee the necessary conditions for a purchase/sale transaction with trust and quality

Multisided C2C second-hand fashion applications : how will the fast fashion industry adapt?

With climate change, our planet has been suffering dramatic changes and environmental crises. The fast fashion textile industry plays a significant role, being the third most polluting industry in the world. With this problem, sustainable trends around fashion have gained traction over the years. Supported greatly by these trends, the market for resale fashion has grown, rising 11 times faster than traditional retail into 2025. The second-hand fashion market is forecasted to be twice the size of the fast fashion one by 2030. Multisided C2C second-hand fashion applications follow eCommerce and digital trends having advantages like an easy and userfriendly direct buy-sell online process, more agility and profitability for buyers and sellers, and a wide pool of products and therefore users. This dissertation concluded that multisided C2C second-hand fashion applications are a driver for growth of the second-hand fashion market, as they will be the business model of the future for the market. Since the second-hand fashion market is becoming an important segment of the fashion industry, multisided C2C second-hand fashion applications positively impact the fashion industry in Western Europe growing its value. Furthermore, a scenario analysis showed that the most likely scenario for the evolution of fast fashion, being multisided C2C secondhand fashion applications a prevalent part of the Western European fashion industry, would be maintaining their core business, while adopting brand’s used clothes retake programs where clients would sell back their items to brands gaining store credit or discounts.Com as mudanças climáticas, nosso planeta tem vindo a sofrer mudanças dramáticas e crises ambientais. A indústria do fast fashion desempenha um grande papel neste problema ameaçador, sendo a terceira indústria mais poluente do mundo. Com este problema, as tendências sustentáveis em torno da moda ganharam força ao longo dos anos. Apoiado por essas tendências, o mercado de moda de revenda tem registado um crescimento notável, crescendo 11 vezes mais rápido do que a moda tradicional até 2025. O mercado em segunda mão tem previsão de duplicar o fast fashion em 2030. Multisided C2C second-hand fashion applications seguem tendências como o eCommerce e a digitalização, tendo vantagens como, um processo online de compra e venda direta entre clientes fácil e user-friendly, mais agilidade e lucratividade para os usuários e uma ampla pool de produtos e clientes. Concluímos que as aplicações multisided C2C second-hand fashion applications são um impulsionador do crescimento do mercado em segunda mão, uma vez que serão o modelo de negócio do futuro. Segunda mão está a tornar-se um grande segmento, as multisided C2C second-hand fashion applications impactam positivamente a indústria na Europa Ocidental, aumentando seu valor. A análise de cenário realizada mostrou que o cenário mais provável para a evolução do fast fashion, sendo as Multisided C2C second-hand fashion applications uma parte predominante da indústria, será manter seu core business, mas adotar programas de retomada de roupa da marca onde os clientes vendem seus itens de volta às marcas em troca de crédito ou descontos na loja

The Role of Social Capital on Social Commerce: An Empirical Study of Facebook Users

This study proposes an integrated research model to validate the effects of social capital (e.g., cognitive, relational and structural) on social commerce among Facebook users’ from the perspective of the uses and gratifications (U&G) theory. This study collects 525 valid samples and indicates that social capital significantly and positively influences on social commerce. This study contributes to the research on uses and gratifications (U&G) theory in two different ways. Firstly, it indicates that social capital influences social commerce  activities. Secondly, it validates the roles of social capital in the relationship between social interaction and commerce in Facebook. Keywords: social capital, social commerce, uses and gratification theor

Towards an understanding of consumer´s behavior of buying secondhand products on social media

Due to the research scarcity in consumers’ secondhand shopping behaviors and consumer-to-consumer (C2C) businesses on social media platforms, this thesis decided to concentrate on both secondhand products and social media. The aim of this thesis is to explore the consumers’ behaviors of buying secondhand products on social media – a new channel of doing C2C businesses. To achieve the research aim, I conducted a combined method consisting of 106 questionnaires and ten semi-structured interviews to collect empirical data in this study. After an analysis of empirical data including both qualitative and quantitative data, three main findings were concluded. (1) The thesis firstly explored the social media as an open online marketplace for doing secondhand transactions. Consumers exchange secondhand products on social media in an ‘informal’ way. (2) The finding highlighted that, when consumers buy secondhand products on social media platforms, they are involved either in a ‘passive shopping’ process or an ‘active shopping’ process, and it is highly possible for them to experience hedonic factors (e.g. excitement, fun) due to the occasional and unexpected shopping results. This finding provides two new angels (passive shopping and active shopping) for researchers to analyze consumer behaviors in the future. (3) By extending the study of secondhand shopping motivation from Guiot & Roux (2009, 2010) in an online trading environment, the findings showed that utilitarian aspects of shopping such as price, convenience, product information, and trust mainly drive consumers’ behavior of buying secondhand products on social media. Environmental consideration and recreational motivation are less important than those utilitarian aspects