C2C Market Research Articles

Investigating factors influencing trust in C2C e-commerce environments: A systematic literature review

The continued growth of e-commerce has seen several studies focusing on the business-to-consumer (B2C) e-commerce market, while research on the consumer-to-consumer (C2C) market is relatively limited. C2C e-commerce has also experienced significant growth in the last few years, specifically in the second-hand goods market. Consequently, trust remains a key determinant of e-commerce adoption; hence, understanding the elements that impact trust in the C2C market remains important.This research aims to uncover factors influencing trust in the C2C e-commerce market and identify areas for future research. A literature review from five databases, focusing on peer-reviewed articles and empirical studies from 2013 to 2023 was conducted. The PRISMA flow diagram guided the process. A defined search criteria initially yielded 382 articles, but after thorough analysis, only 44 were suitable for synthesis and reporting.The Mendeley referencing tool and MS Excel were instrumental in facilitating the analysis. The findings uncovered a persistent shortage of empirical studies within the realm of C2C e-commerce, particularly in the context of trust. The identified factors were categorised into those affecting buyers and sellers. Various elements, including seller reputation, product reviews, pricing, and the presence of profile photos, emerged as notable influencers on the buyer's side. On the other hand, aspects like structural assurance and website quality played a significant role in influencing trust in the platform from the buyer's perspective. Future C2C e-commerce research should diversify methods, contexts, and factors, like culture and reviews. The study's identified factors can guide researchers and aid practitioners in enhancing trust and C2C adoption.

C2C 시장에 대한 수요와 공급 균형: 한국 카풀 시장의 사례를 중심으로

카풀 서비스는 운전자와 탑승자 모두가 윈윈(win-win)하는 상호 매칭 서비스다. 교통 혼잡이 심각한 한국에서, 이러한 서비스는 교통 문제 해결책으로 주목받고 있다. 본 연구는 대한민국의 카풀 서비스에 대한 운전자와 탑승자 간의 선호를 바탕으로 균형점을 분석한다. 이를 통해 C2C 시장의 특성을 살펴보고, 주어진 속성에 대해 상호 매칭이 발생하는 균형점(카풀의 수요와 공급가격)을 살펴본다. 본 연구는 선택실험을 통해 카풀 서비스에 대한 선호도를 분석하고, 카풀의 속성과 수준을 기반으로 운전자와 탑승객에 대한 균형점이 어떻게 변화하는지 살펴보았다. 균형가격과 이용률은 카풀 주행⋅승차 30분당 6100원, 이용률은 20.3%로 나타났다. 본 연구는 C2C 시장에 대한 깊은 이해를 제공하고 운전자와 탑승자의 주행 행동 및 카풀의 속성을 고려한 의사결정을 통해 균형점을 도출한 점에서 기존 문헌에 새로운 기여점을 제공한다.

Research on Organization and Management in Taobao Operation

Credit swiping is a reality due to various flaws in Taobao's credit rating mechanism. As e-commerce enterprises' influence and service capabilities grow, the benefits of online shopping are further underlined. On April 21, 2003, Alibaba Cloud Computing purchased the domain name taobao.com. Today's mainland e-night shopping sector has seen C2C grow more faster than B2C recently. iResearch statistics indicate that Taobao's daily user increase is about 19,025. The Taobao business model is contradictory in and of itself. On the basis of this, Taobao.com creates a credit rating system.The primary sources of revenue for Taobao.com in 2018 are advertising and website click through fees, although this is not a sustainable business model. This article examines the C2C Taobao.com e-commerce business model without mentioning B2C mode. Additionally, Taobao is the indisputable market leader in vertical B2C and integrated B2C profit thanks to years of work developing consumer online purchasing habits. There is presently a three-way competition between Taobao, Eachnet, and Paipai on the local C2C market.

Региональный анализ цифровой инклюзии на российском рынке С2С

Economy digitalisation creates new market mechanisms and regional development opportunities. In certain circumstances, the C2C (consumer-to-consumer) Internet market can act as a basis for establishing an entrepreneurial culture; subsequently, it can turn into an economic growth point of a region. However, since the entrepreneurial potential of regional digital markets varies, it is crucial to investigate these differences and the reasons for their occurrence. In the present study, the entrepreneurial potential of residents is measured through their digital inclusion in C2C Internet markets. The article analyses and characterises the active sellers of the Avito online classified in Russian regions. The data were collected using the content analysis of ads posted by individuals on the Avito platform (n = 1,597). Correlation and factor analysis were used for interpretation. The conducted analysis showed the following results. First, the study revealed a relationship between regional digitalisation and the size of the group of active sellers: a higher level of digitalisation of a territory (federal district) means that more residents start to actively use Avito for e-commerce. Second, the paper demonstrated the importance of locality, since the number of active sellers among Avito users is bigger in large cities. Third, it was proved that additional opportunities provided by the C2C market are more attractive for women than for men. The obtained findings can be used by authorities planning the regional development, as well as by researchers of the Internet economy describing and analysing the digitalisation processes. Further studies may identify and examine in detail the factors defining digital inclusion in C2C markets of Russian regions.

Analisis Sentimen Online Review Pengguna Bukalapak Menggunakan Metode Algoritma TF-IDF

Bukalapak is one of the Customer-To Customer (C2C) e-commerce models. This model is the most widely applied and found on e-commerce sites in Indonesia. The Customer-To Customer (C2C) market is currently still dominant in Indonesia's online retail market. Data collected from Euromonitor estimates that the C2C market contributed 3% of the retail market in Indonesia in 2017, while the B2C market contributed 1.7%. One text mining analysis is that sentiment analysis can be applied to companies that issue a product or service and provide services to receive opinions (feedback) from consumers for the product. Sentiment analysis is applied to classify positive, negative, and neutral feedback from consumers so as to speed up and simplify the company's task to review their product deficiencies. The researcher conducted further analysis on Bukalapak user reviews to find out how user comments or opinions were on Bukalapak using the TF-IDF Algorithm method. And it can be concluded that based on customer review reviews in Bukalapak have a good rating or perception of this Vans shoe product. Can be seen from the results of Sentiments, Sentiment Visualization and WordCloud Visualization which shows that positive reviews have a higher frequency of 70%.

Prospects of Small Business Development in Russian Distribution Sector in the Context of Development of Communication Technology and Trade and Information Globalisation

The paper outlines research findings concerning the aspects and impact of the global environment for small, micro, individual, and family businesses and the self-employed engaged in the distribution sector. It also explores the potential of the information and communications sector for their online transformation. These findings allow the conclusion that internal and global information and communications resources combined with digital tools help to create conditions for a successful online transformation of small, micro, individual, and family businesses and the self-employed in the distribution sector on single digital platforms. This online transformation would help them avoid a direct competitive fight with major retail chains enjoying meaningful advantages in the online environment. One of the successful directions of online transformation for small, micro, individual, and family businesses and the self-employed in the distribution sector is the C2C market operating on global digital platforms.

Grey Markets in Customer-to-Customer Transaction and Social Networking – The Case of Vietnam

Manuscript type: Research paper Research aims: This study aims to examine the Facebook-based grey market transactions of female customers in Vietnam. Specifically, this study investigates why (the reasons) and how (the ways) Vietnamese customers purchase grey (unofficial parallel imported) products on Facebook. Design/Methodology/Approach: Semi-structured interviews were conducted with thirteen female customers who had purchased grey products bought in Japan. Content analysis was applied and findings were discussed. Research findings: The Vietnamese unofficial parallel imported products (UPIP) or grey market has transformed itself into an online customer-to-customer (C2C) market with all the characteristics of an e-commerce market, thanks to the development of social media platforms such as Facebook. This market is expanding because it can fulfil the diverse needs of Vietnamese consumers whose incomes are expanding but whose needs are not satisfied. Buyers enter the market after carefully consulting their own experiences and those of their acquaintances. However, due to their lack of experience in buying and using the products in the country of origin, consumers may over-trust the sellers and be taken advantage of.Theoretical contribution/Originality: The grey market of Vietnam has partly merged with the C2C market and the e-commerce market. Grey market customers are better supported by the development of social networking sites (e.g., Facebook) which serve as powerful tools for customer reviews. The grey market, therefore, has been turned into an open one. However, due to the lack of a strong and effective legal framework, it is still unofficial. In addition, since social media platforms have already been transformed into real shopping venues, customers can presently enjoy a personalised service with many of their niche needs met satisfactorily. Practitioner/Policy implications: Legal brand owners should consider opening official stores in Vietnam to exploit the promise of a market whose spending power is the best in the Southeast Asian region. However, before any official entry initiatives are undertaken, a careful market research and a trial basis is necessary. In addition, the Vietnamese government should implement a non-tax policy for social-media-based grey traders as a measure to control the import of illegal or harmful products. The government should also facilitate the introduction of an e-commerce law. Research limitations: This study only captured the opinions of female customers from one urban area of buying UPIPs on Facebook. Those of the male and rural consumers were not investigated. In addition, the current study focused on the buyers’ side of the UPIP transaction and had excluded the sellers’ perspective. Moreover, this study only focused on Vietnam. The activities of the Facebook-based UPIP markets in other countries were overlooked.Keywords: C2C, Facebook, Grey Market, Social Media, VietnamJEL Classification: M00

Utjecaj rizika proizvoda i rizika kupnji na daljnju namjeru online kupnje na C2C tržištu

With the development of technology and the emergence of the Internet, new markets for buying and selling have been created. Selling on the Internet was not done solely by business entities but also by individuals who started selling their products, hence gave rise to C2C purchase. This paper investigates how the risks of online purchase affect the intention of consumers further purchasing. The survey was carried out in the territory of Bosnia and Herzegovina (BH) and included 419 consumers. The conceptual model included six variables: purchase risk, product risk, online purchase application, online purchase self-efficiency, online purchase value, and further purchase intent. The established model was tested using the Structural Equation Model (SEM) and it was proven that the risks of online purchases do not affect directly the further purchase intent, but they indirectly affect other variables. Research has shown that consumers who are self-efficient in their purchases demonstrate greater intention for further online purchases, as well as consumers who find online shopping easier. Theoretically, this work contributes to a better understanding of how online shopping risks affect the intention of further online shopping in the C2C market. Also, paper in a practical way contributes to understanding the behavior of consumers on the C2C market, which can be used by sellers to improve this aspect of online purchase.

Online inter-provincial trade in China

There is a large disparity in terms of per capital e-commerce consumption between more developed east coastal provinces and less developed inner provinces in China, which reflects the disparities in economic development and income between these regions. E-commerce could integrate China’s domestic economy as it facilitates cross-region flow of goods, strengthens regional linkage, and becomes the channel through which economic growth in one region spills over to other regions. On the other hand, e-commerce could also make regions more divergent. With a reduced trading cost, regions with comparative advantages in certain industries could have even wider and farther reaches and enjoy increasing returns. In this study, we specifically examine the pattern of e-commerce activities in China over time. We find that the production and sales of agricultural and clothing products have become more concentrated over time. The trade pattern as measured by trade flows among different provinces is mixed. While the pattern is slightly more concentrated in B2C platform, the pattern is more diversified for C2C market. Our regression analysis indicates that GDPs in origin provinces positively affect the trade flows, but distances impede trade, consistent with the gravity model. Interestingly, GDPs of the destination provinces are not significant. Home market effect is also supported.

How do you feel when you see a list of prices? the interplay among price dispersion, perceived risk and initial trust in Chinese C2C market

The issues of trust fraud, product genuineness and price dispersion jointly make Chinese C2C buyers difficult to identify trustworthy sellers with a low price. Little is known about the generation of initial trust when buyers search products and receive lists of widely ranged prices. This study proposes a theoretical model to explain how price dispersion interacts with other factors in C2C purchase, such as initial trust, perceived risk, perceived value and purchase intention. Product type is considered as a moderator. 261 students were invited in a survey-based experiment. The results from PLS analysis show that price dispersion negatively affects perceived value, whilst, positively affects perceived risk, which further influences perceived value negatively. Price dispersion also negatively influences initial trust through perceived risk. Moreover, the negative effects of price dispersion are stronger when buyers purchase high-touch products.

Growth Pattern of Sellers in A Chinese C2C Market

Growth Pattern of Sellers in A Chinese C2C Market

Seller Recommendation in C2C Market Based on Social Network Analysis

Seller Recommendation in C2C Market Based on Social Network Analysis

A study of purchasing behavior in Taiwan's online auction websites

PurposeRecently, an increasing number of Internet users have begun to purchase various products, both secondhand and new, from online auction websites. However, some Internet users are still hesitant to purchase products from these websites. Moreover, the factors affecting male and female users' intention to shop on the websites may be different. Past studies have indicated that uncertainty is a major determinant of online shopping behaviors and may have different effects on men's and women's purchase intentions. Therefore, to explore the differences, this study seeks to propose a research model based on uncertainty and agency theory.Design/methodology/approachThis study included members of the Yahoo! and PChome online portal sites in Taiwan as research subjects. A web survey was conducted, and data were collected from a total of 313 bidders of online auctions. The casual model was validated using partial least squares (PLS) techniques.FindingsGender moderated most of the relationships in the research model. The analysis results showed that the factors influencing men's and women's uncertainty are different. In addition, uncertainty has stronger influence on men's intention to purchase products from online auction websites.Practical implicationsThis study contributes to a theoretical understanding of the factors that promote men's and women's intention to purchase products from online auction websites. From a practical perspective, insights provided by this study can help online auction service providers understand buyers' concerns and eliminate the sources of the uncertainty.Originality/valueThe primary value of this paper lies in providing a better understanding of male and female behaviors on online C2C market, and investigating the gender differences in the factors that influence the consumers' purchase in online auctions.

Analysis of Reputation Speculation Behavior in China’s C2C E-Commerce Market

Reputation Speculation behavior means that the buyers and sellers collaborate with each other to make fake transaction and give positive feedbacks in order to raise reputation level of online shops. This paper finds that reputation speculation is widely adopted and becomes an industry in China, making the consumers distrust the reputation of online stores, which is not conducive for the long-term development of E-commerce market. It discusses the four forms of the Reputation Speculation behavior and their characteristics in China’s C2C market. It investigates the value and cost of reputation speculation, finds that the fact buyer tends to trade with seller who has higher reputation than others stimulates sellers to increase their feedback score in an abnormal way; reputation speculation does bring higher economic value to online shops than the cost of reputation speculation. Furthermore, free-charge model and lacking of regulation speculation on C2C platform jointly contribute to the emergence of the Reputation Speculation Business in China. Charging each transaction on C2C, establishing the information exchange between platform and logistics, setting up a national-wide E-commerce reputation-worthy system are most effective to curb the development of reputation speculation industry.

Reputation inflation detection in a Chinese C2C market

In consumer-to-consumer (C2C) markets, sellers can manipulate their reputation by employing a large number of puppet buyers who offer positive feedback on fake transactions. We present a conceptual framework to identify the characteristics of collusive transactions based on the homo economicus assumption. We hypothesize that transaction-related indicators including price, frequency, comment, and connectedness to the transaction network, and individual-related indicators including reputation and age can be used to identify collusive transactions. The model is empirically tested using a dataset from Taobao, the largest C2C market in China. The results show that the proposed indicators are effective in identifying collusive traders.

C2C E-commerce Risk Assessment Based on AHP and Fuzzy Comprehensive Evaluation

Firstly this paper gives an introduction to the current C2C e-commerce transactions in China and gives a review of relevant theories and research. Then, we proposed a new method that AHP and fuzzy comprehensive evaluation method of combining, and discuss the methods used in this risk assessment of the feasibility of e-commerce transactions. Finally, an instance of the application of this method to assess the final results prove that the application of the method of assessment of such problems feasible. With the rapid development of Internet, e-commerce as a new business model has achieved great development and progress which greatly changed the way people live and work, at the same time it gives a rise to the unlimited business opportunities. C2C is one kind of the e-commerce transactions, Internet service providers that use of computer and network technology, used to provide paid or unpaid. E-commerce platform allows two parties (mainly for individual users) in its platform to bid independently, bargaining-based online trading patterns. In recent years, China's C2C market in a rapid growth phase, this model has become the holder of a large number of small venture capital approach. However, due to the virtual nature of online transactions, buyers and sellers transaction process is often non-face environment in, on product quality, price and service and other aspects of information entirely on the buyer's estimate. Therefore, C2C e-commerce system model is a clear system of information asymmetry, the potential risk is enormous. Asymmetric information in this trading environment, to ensure smooth transactions and reduce risk, the two sides of the credit problem is particularly prominent. Meanwhile, in the current transaction before the transaction, the risk prediction and assessment has become very important. Currently, e-commerce e-commerce credit risk has become a constraint to further development of the main obstacles.

Factors affecting consumer behaviors in online buy‐it‐now auctions

PurposeAs a type of electronic commerce, online C2C markets have experienced a rapid growth in both sales volume and user numbers. Buy‐it‐now (BIN) auction is a mechanism to facilitate online auctions, and is adopted by the major online C2C marketplaces. This study aims to investigate consumers' purchase and adoption of risk relief service in BIN auctions in the online C2C market from the perspective of perceived risk.Design/methodology/approachA research model is developed based on relevant theory. Data are collected from American and Chinese consumers through a web‐based experiment system that simulates the transaction process on online C2C markets. The proposed hypotheses are tested with logistic and multiple linear regressions.FindingsThe results show that buyer's purchase behavior and usage of risk relief service for a transaction in BIN auctions are determined by the perceived risk, which is influenced by the buyer's risk attitude, seller online reputation, and the product price and type.Practical implicationsThis study provides an in‐depth understanding of consumers' behaviors on online C2C markets at transaction level, and makes implications for online marketplace operation and business strategy making.Originality/valueThe primary value of this paper lies in providing a better understanding of consumers' behaviors on online C2C market, and investigating the factors that influence the consumers' purchase and adoption of risk relief service in online BIN auctions from the perceived risk perspective.

The Impact of Seller Reputation on the Performance of online sales

The understanding of the seller reputation and sales performance relationship is an important topic in C2C market. Previous research has mainly focused on the C2C market in the U.S. The findings of that research have not been validated in countries with different cultural backgrounds such as China. With the explosive growth of electronic markets in China, the study of C2C online sales becomes increasingly important. This paper attempts to understand seller reputation effects on sales price, number of sales, and total revenue, based on But-It-Now (BIN) data collected from TaoBao.com, the largest online auction site in China. Multiple regression analysis is performed to test the significance of the effects. This study revealed cross effects of negative ratings on the performance of a seller. By separating the cross effects of magnitude and reputation of negative ratings, this study demonstrated that positive ratings have a significant positive impact on the performance of sellers, while negative ratings have negative reputation effects and positive magnitude effects. This is the first study that has focused on understanding the Buy-It-Now pricing and seller reputation relationship. Since the BIN feature is the most popular way of selling in online C2C markets in China, we believe the findings of this research will provide insight to researchers performing cross-cultural comparisosn between China and other markets.

THE EFFECTS OF INTERNET SHOPPERS' TRUST ON THEIR PURCHASING INTENTION IN CHINA

Owing to the rapid development of the Internet and information technology in China, the growth of consumers’ purchasing activities in Internet shopping malls has been truly phenomenal in recent years. Taobao.com, Ebay.com.cn, and Paipai.com have 67,360,000 customer to customer (C2C) users and 99% of the market share in China’s C2C market (www.163.com). Dangdang.com and Joyo.com have occupied 87% of the business to customer (B2C) market with 58,360,000 users (www.sohu.com). Because of these significant numbers of users, it is important to understand what affects Chinese consumers’ decisions to purchase in Internet shopping malls. Based on past studies, trust is considered a key factor affecting a Chinese consumer’s purchasing intention. The purpose of this study is to investigate the effects of Chinese shoppers’ trust on their purchasing intention in Internet shopping malls. In order to accomplish the purpose of this study, we developed a research model. This model suggests that there exists a significant relationship between trust and purchasing intention. According to this model, on purchasing intention, trust also mediates effects of other independent variables such as e-commerce knowledge, perceived reputation, perceived risk, and perceived ease of use. The results of this study show that the relationships between these variables are all significant except that between trust and perceived reputation. This research confirms the significant effects of Chinese shoppers’ trust on purchasing intention. Implications of these findings are discussed for researchers and practitioners.

Understanding the Emerging C2C Electronic Market in China: An Experience-Seeking Social Marketplace

China's consumer-to-consumer (C2C) electronic market has been growing very rapidly. The largest Chinese online auction company. Eachnet. was purchased by eBay but faced tough competition from a new Chinese online auction company, Taobao. Now Taobao's market share is twice as large as eBay's. Why has eBay quickly lost its market share to the newly launched Taobao? What is the nature of this market? On the premise of the customer relationship management (CRM) process model, we conduct a case study to describe the whole picture of this market and to find out what strategies are most suitable to the current Chinese market and likely to lead to success. Our study shows that the C2C market in China is a young and experience-seeking market whose customers are price-sensitive, willing to try new services and new vendors, and comfortable with switching. The market is also a social environment where customers' loyalty to a vendor can be built more easily by the vendor's social relation management service than by the transaction service. The findings suggest that vendors in China's C2C market should not only provide a functional service to acquire customers, but also foster the development of social marketing to retain customer loyalty. The social marketing design should be tailored to Chinese culture.