ATTITUDE INFLUENCERS IN C2C E-COMMERCE: BUYING AND SELLING
C2C e-commerce is a growing area for interactions, and ultimately, transactions. However, very little is known about buyers and sellers in these transactions. This study examines the risk and trust of buyers and sellers by developing two attitudinal models - attitude towards purchasing (for buyers) and attitude towards selling (for sellers). Collecting 248 survey responses from undergraduate students, the results indicate that both trust of the seller and risk of the seller influence the buyer's attitude towards purchasing, but the model changes for seller's attitude towards selling, trust and attitude are combined into one variable and risk is not found to be an influence. A discussion of the implications of these findings is provided along with conclusions.
attitude c2c risk trust electronic commerce