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

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

Kiku Jones, Lori N.K. Leonard
Copyright: © 2007 |Volume: 5 |Issue: 4 |Pages: 16
ISSN: 1539-2937|EISSN: 1539-2929|ISSN: 1539-2937|EISBN13: 9781615205233|EISSN: 1539-2929|DOI: 10.4018/jeco.2007100103
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MLA

Jones, Kiku, and Lori N.K. Leonard. "Consumer-to-Consumer Electronic Commerce: A Distinct Research Stream." JECO vol.5, no.4 2007: pp.39-54. http://doi.org/10.4018/jeco.2007100103

APA

Jones, K. & Leonard, L. N. (2007). Consumer-to-Consumer Electronic Commerce: A Distinct Research Stream. Journal of Electronic Commerce in Organizations (JECO), 5(4), 39-54. http://doi.org/10.4018/jeco.2007100103

Chicago

Jones, Kiku, and Lori N.K. Leonard. "Consumer-to-Consumer Electronic Commerce: A Distinct Research Stream," Journal of Electronic Commerce in Organizations (JECO) 5, no.4: 39-54. http://doi.org/10.4018/jeco.2007100103

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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.

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