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Factors influencing consumers' apparel purchasing intention in the C2C e -commerce market

JeeYoung K Kim, University of Nebraska - Lincoln

Abstract

The consumer-to-consumer (C2C) market is a relatively new form of business model in e-commerce. Since its inception around 1995, the C2C market has been growing rapidly worldwide. More and more consumers are entering into this market every day with various types of merchandise to sell. For a more profitable business, it will be necessary for the sellers to understand the consumers' purchasing behavior in the market. However, insufficient research has been conducted toward this relatively new digital market, especially in the C2C e-commerce apparel market. ^ The purpose of this study was to investigate the factors influencing consumers' apparel purchasing intentions in the C2C e-commerce market, and then to develop conclusions using the findings to predict consumer purchasing behavior in the C2C e-commerce apparel market. To accomplish the objectives of this study, Fishbein's behavioral intention model was used as a guiding theory. ^ Following the methodology of the guiding theory, a research instrument was developed to measure both attitudinal and social factors that were proposed to influence consumers' apparel purchasing intention in the C2C e-commerce market. Data for this study were obtained from 393 students of a major Midwestern university who were 19 and older. ^ It was found that two attitudinal factors and one social factor significantly influenced the consumers' apparel purchasing intentions in the C2C e-commerce market. The two attitudinal factors were consumers' attitudes toward convenient shopping and safe transaction. The social factor was the influence of product information provided by sellers in the C2C e-commerce apparel market. Also, it was found that the social factor played a more important role than the consumers' attitudes in determining apparel purchasing in the market. ^ The findings of this study would be helpful for the sellers in the market to design effective listing templates to attract more buyers, and for the online market creators to establish practical guidance and improve services for consumers in the C2C e-commerce market. ^

Subject Area

Economics, Commerce-Business

Recommended Citation

Kim, JeeYoung K, "Factors influencing consumers' apparel purchasing intention in the C2C e -commerce market" (2005). ETD collection for University of Nebraska - Lincoln. AAI3180802.
http://digitalcommons.unl.edu/dissertations/AAI3180802

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