The Role of Self-Efficacy, Trust, and Experience and the Mediating Effects of Satisfaction in the Choice of C2C E-Commerce among Young Adults

The Role of Self-Efficacy, Trust, and Experience and the Mediating Effects of Satisfaction in the Choice of C2C E-Commerce among Young Adults

Lori N.K. Leonard, Kiku Jones
Copyright: © 2009 |Pages: 20
DOI: 10.4018/jeco.2009070101
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Abstract

There are many avenues for consumers to transact with one another. Consumers are increasingly trying to find ways to interact and transact with other consumers via the Web. This study utilizes young adults to assess a consumer’s choice to use consumer-to-consumer (C2C) electronic commerce by examining a consumer’s computer self-efficacy, Web experience, and C2C electronic commerce trust. In addition, mediating effects of C2C electronic commerce satisfaction between the above-mentioned variables and C2C electronic commerce choice is investigated. The findings indicate only Web experience predicts a young adult’s choice for C2C electronic commerce. In addition, satisfaction was found to be a mediator between Web experience and choice. Implications for both practitioners and researchers are provided.

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