The impact of C2C communication and shared information on buying decision: “A buyer’s perspective”

Abstract

C2C e-commerce has been gradually more utilized by consumers to buy and sell goods prominently nowadays. With this increase in usage a need for detailed studies regarding C2C e-commerce has been created. The information shared among the buyers of C2C ecommerce plays a vital role in consumer’s purchase behavior along with other factors. The present study aims to find out the impact of shared information and communication among C2C online consumers on making purchase decisions. Based on 290 effective respondents, the TAM model is used to find out the respondent’s online purchase intention is influenced by shared communication along with perceived risk, and trust of the model. SPSS 25 is used to find the regression analysis and correlation analysis to study the impact and influence of the above mentioned variables. The findings show that there is a significant relationship between the electronic word of mouth and purchase intention of consumers which is created through perceived ease of use, and perceived trust. The C2C online models are a successful platform for the users who interested to buy second hand or refurbished products through ecommerce. The study helps to find out whether there is any trustful or risk free purchase is possible if the consumers communicate about the product or services that offered.