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Customer-to-customer (C2C) electronic commerce is a growing area of e-commerce. It is facilitated in large part by websites offering free classified advertisement, auctions, forums and individual pages for small-medium sized and start-up entrepreneurs. What factors are affecting C2C online shoppers' Purchase intention? To answer this question, a theoretical framework was formed and tested using multiple regression on 196 Indonesian customers collected via a Web survey. The results show that social influence and trust are key predictors of purchase intention in C2C e-commerce. These findings also indicate, based on gender, only social influence has a significant difference. While based on age, it reveals that only trust has no significant difference. This suggests that to facilitate C2C online shopping, marketplace or C2C stores need to enhance social influence and develop more trust as well as take into account shoppers' perception based on gender and age. [ABSTRACT FROM AUTHOR]

Customer-to-customer (C2C) electronic commerce is a growing area of e-commerce. It is facilitated in large part by websites offering free classified advertisement, auctions, forums and individual pages for small-medium sized and start-up entrepreneurs. What factors are affecting C2C online shoppers’ Purchase intention? To answer this question, a theoretical framework was formed and tested using multiple regression on 196 Indonesian customers collected via a Web survey. The results show that social influence and trust are key predictors of purchase intention in C2C e-commerce. These findings also indicate, based on gender, only social influence has a significant difference. While based on age, it reveals that only trust has no significant difference. This suggests that to facilitate C2C online shopping, marketplace or C2C stores need to enhance social influence and develop more trust as well as take into account shoppers’ perception based on gender and age. [ABSTRACT FROM AUTHOR]