Consumer-to-Consumer Ecommerce: Acceptance and Intended Behavior

Authors

Lori N. K. Leonard, University of TulsaFollow
Kiku Jones, Quinnipiac UniversityFollow

Abstract

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.

Recommended Citation

Leonard, Lori N. K. and Jones, Kiku (2014) "Consumer-to-Consumer Ecommerce: Acceptance and Intended Behavior," Communications of the IIMA: Vol. 14: Iss. 1, Article 1.
DOI: https://doi.org/10.58729/1941-6687.1351
Available at: https://scholarworks.lib.csusb.edu/ciima/vol14/iss1/1