This study is focused on communications that come from consumer-to-consumer (C2C) ecommerce relationships. This topic is directly associated with the electronic word-of-mouth (eWOM) phenomenon. eWOM is related to the set of positive or negative opinions made by potential, actual, or former customers about a seller. The present study proposes a structural equation modeling with partial least squares (PLS-SEM) research model to analyze consumers’ opinions impact on attitude toward purchasing. This model is based on the Information Adoption Model (IAM) in combination with an ecommerce satisfaction perspective, comprising five constructs: (1) service quality, (2) ecommerce satisfaction, (3) argument quality, (4) source credibility and (5) purchase intention. The model was tested by applying the Smart Partial Least Squares (SmartPLS) software for which 116 effective data from customers of the Taobao C2C platform were used. The findings reveal that all of the defined relationships were supported, confirming the positive impact of all the proposed constructs on the purchase intention. In this respect, the findings suggest that C2C platforms should strengthen the analyzed connections to grow the business and to promote transactions. Finally, implications and limitations related to the explanatory capacity and the sample are identified.
In recent years, many consumer-to-consumer (hereafter, C2C) ecommerce platforms have emerged . Considering the type of goods, some remarkable examples can be identified, such as Avancar, SocialCar or Blablacar for car-sharing or rental services; Airbnb for accommodations; or Wallapop and Taobao for second-hand goods [2,3], among many others. This phenomenon is also known as collaborative consumption. In fact, some authors have considered it as a reinvention of traditional markets , such as bartering or exchange. In this manner, collaborative consumption can now be developed on a global scale thanks to technology , promoting the reasonable use of goods .
In this context, the success of these platforms is largely determined by the registered opinion of its users . In this sense, consumers frequently make decisions related to purchases only under the influence of opinions exposed by other consumers . In fact, the shopping experience is as important as sharing this shopping experience to influence the purchase process . Thus, this study is associated with the topic of electronic wordof-mouth (eWOM) relationships. In this respect, according to , eWOM refers to “any positive or negative statement made by potential, actual, or former customers about a productor company, which is made available to a multitude of people and institutions via the Internet”
Results and analyses
The present work was an attempt to test the purchase intention in C2C platforms, mainly applying the IAM framework. In this respect, the definition of a PLS-SEM model allowed to draw relevant conclusions about the role of information transmission coming from online communications in C2C relationships. In addition, based on the findings obtained, it was possible to identify the factors that, within the C2C, incentivize purchase intention. They include (1) service quality, (2) ecommerce satisfaction, (3) argument quality and (4) source credibility. In fact, the findings have provided useful data for clarifying the most relevant factors that impact purchase intentions. Overall, the present analysis clearly confirms that the success of C2C platforms could be determined by dimensions related to the direct relationships between consumers, which allow generating trust to complete a purchase. In a similar way, in answering the research question, we can affirm the validity of IAM to explain the eWOM impact on purchase intention in combination with an ecommerce satisfaction perspective.
plications are proposed. First, this study extended knowledge about C2C ecommerce. In this way, additional empirical evidence has been provided for ulterior research to evaluate the purchase intention in C2C enabling new advances in the field. Second, adopting a managerial view, comprehending the dimensions associated with online purchases is profitable for the C2C online platforms. In this manner, these findings suggest that C2C platforms should strengthen the analyzed connections to grow the business and to promote transactions.