Factors Influencing Buyer's Trust in Consumer-to-Consumer E Commmerce

Abstract

C2C e-commerce is increasingly being utilized by individuals to buy and sell products to and from one another. With this increase in use comes the need for specific studies regarding C2C e-commerce. This study develops and tests a model of buyer's trust in C2C e-commerce. Examining previous trust models, perceived web site quality, third party recognition, fear of seller opportunism, information asymmetry, and Internet safety training are proposed to influence buyer's trust. Additionally, the age the individual first started using a computer is proposed to moderate the relationship between Internet safety training and buyer's trust. The findings indicate that all variables significantly influence buyer's trust in C2C e-commerce, except Internet safety training and the moderation of age of first computer use. A discussion and conclusion are provided.