Caveat Emptor: How Lay Technical and Professional Communicators Sell Technical Products in C2C E-Commerce

Abstract

Background: Consumer-to-consumer (C2C) e-commerce involves consumers re-selling products to other consumers using online platforms. Research identifies trust as a major factor in this exchange. It concludes that seller-generated product descriptions can mitigate mistrust. Further, technical and professional communication research can reveal what content sellers tend to provide and can reveal how platform design may encourage that content. Literature review: C2C e-commerce and TPC researchers agree that mistrust can be mitigated by detailed content, and they call for platform designers to help improve platform and seller reputations. Research questions: 1. What content do sellers provide about their technical products? 2. How do the platforms' web form designs and the associated documentation about listing a product for sale encourage certain content types? Research methodology: Four platforms were chosen using specific criteria. Product descriptions were collected once per week for six weeks, generating 1900 product descriptions. These descriptions were unitized and given reliable content categories, a methodology called quantitative content analysis. Further, the documentation and processes for posting items were explored to determine how they may encourage content types. Results/discussion: Sellers mostly provide product information and sales procedures, and they rarely give benefits and goodwill to the buyer. The platform design seems to encourage this content because of the content-entry process, the content-entry options, and the required and unrequired content entry. Conclusions: This study invites technical and professional communicators to provide more guidelines for users about the kinds of content they may include, and designers to explore the content entry process using usability and user-experience research.