Attitude Influencers in C2C E-Commerce: Buying and Selling
Open accessAbstract
C2C e-commerce is a growing area for interactions, and ultimately, transactions. However, very little is known about buyers and sellers in these transactions. This study examines the risk and trust of buyers and sellers by developing two attitudinal models — attitude towards purchasing (for buyers) and attitude towards selling (for sellers). Collecting 248 survey responses from undergraduate students, the results indicate that both trust of the seller and risk of the seller influence the buyer's attitude towards purchasing, but the model changes for seller's attitude towards selling, trust and attitude are combined into one variable and risk is not found to be an influence. A discussion of the implications of these findings is provided along with conclusions.
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The intention to complete a transaction depends on trust in the (supplying) peer.
“Furthermore, the intention to complete a transaction was found to depend on trust in the (supplying) peer ( Lu et al. 2010; Leonard 2012).”
From Trust in the Sharing Economy (2016) · cites this paper as Leonard 2012
Cites
(2003) · International Journal of Electronic Commerce · doi:10.1080/10864415.2003.11044275 · Cited by 5,715 · see citing works
Consumer trust in an Internet store
Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000) · Information Technology and Management · doi:10.1023/a:1019104520776 · Cited by 2,577 · see citing works
Understanding online purchase intentions: contributions from technology and trust perspectives
van der Heijden, H., Verhagen, T., & Creemers, M. (2003) · European Journal of Information Systems · doi:10.1057/palgrave.ejis.3000445 · Cited by 1,230 · see citing works
Ling, K. C., Chai, L. T., & Piew, T. H. (2010) · International Business Research · doi:10.5539/ibr.v3n3p63 · Cited by 569 · see citing works
The role of system trust in business-to-consumer transactions
PENNINGTON, R., WILCOX, H. D., & GROVER, V. (2003) · Journal of Management Information Systems · doi:10.1080/07421222.2003.11045777 · Cited by 407 · see citing works
Trust in consumer-to-consumer electronic commerce
Jones, K., & Leonard, L. N. K. (2008) · Information & Management · doi:10.1016/j.im.2007.12.002 · Cited by 272 · see citing works
Self-citationThe value of seller trustworthiness in C2C online markets
Strader, T. J., & Ramaswami, S. N. (2002) · Communications of the ACM · doi:10.1145/585597.585600 · Cited by 102 · see citing works
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Hawlitschek, F., Teubner, T., & Weinhardt, C. (2016) · Die Unternehmung · doi:10.5771/0042-059x-2016-1-26 · Cited by 217 · see citing works
Ryskeldiev, B., Hara, K., Kobayashi, M., & Kusano, K. (2022) · Proceedings of the 24th International ACM SIGACCESS Conference on Computers and Accessibility · doi:10.1145/3517428.3550390 · Cited by 8 · see citing works
- Authors
- Leonard, L. N. K.
- Affiliations
- University of Tulsa (US)
- Corresponding author
- Leonard, Lori N. K.
- ORCID
- Leonard, Lori N. K.
- Venue
- Journal of Computer Information Systems
- Publisher
- Informa UK Limited
- Published
- 2012-03
- Volume
- 52
- Issue
- 3
- Pages
- 11-17
- ISSN
- 0887-4417 (ISSN-L)
- 2380-2057
- OpenAlex
- W2187178654
- Cited by
- 94
- References
- 7
- Citations by year
- 2026: 1 · 2025: 2 · 2024: 4 · 2023: 4 · 2022: 7 · 2021: 9 · 2020: 6 · 2019: 10 · 2018: 10 · 2017: 7 · 2016: 7 · 2015: 8 · 2014: 12 · 2013: 5 · 2012: 2
- FWCI
- 16.45
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- cc-by
- Locations
- Journal of Computer Information Systems (publishedVersion, cc-by)
- Journal of Computer Information Systems
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Business, Management and Accounting › Business and International Management › E-commerce and Technology Innovations
- Keywords
- C2C e-commerce, buyer trust, seller trust, risk perception, online shopping behavior
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