Exploración de los factores del uso del C2C en Colombia

Javier A. Sánchez-Torres, Alexander Varón Sandoval, Francisco Javier Arroyo-Cañada, Sandra Rojas-Berrio

Resultado de la investigación: Contribución a una revistaArtículorevisión exhaustiva

Resumen

This study analyses the factors that users of consumer-to-consumer (C2C) commerce value as direct influences in the intention to use and the acceptance of a marketplace. An empirical model is formulated, which integrates three variables that evaluate trust and, in turn, other variables that influence C2C intention and purchases, taking a sample of 686 surveys gathered using the Internet in Colombia. The results show that trust is a fundamental factor in this type of electronic commerce in Colombia, given that C2C users seek intermediation pages with third-party recognition (TPR) and high web quality; similarly, key variables in the adoption of this type of commercial platform include finding low prices and social influence. The perception of trust in this type of electronic commerce is a broader concept that requires the analysis of psychosocial factors. For companies that manage marketplaces, this study allows them to focus on key actions and tools in their websites. This study allows one to get to know the users of this transactional system, specifically for the Latin American region, highlighting the variables that they most consider when engaging in direct commerce between people. The results show that C2C requires marketplaces that guarantee the necessary conditions for a purchase/sale transaction with trust and quality.

Título traducido de la contribuciónExploring the factors affecting the use of C2C in Colombia
Idioma originalEspañol
Páginas (desde-hasta)7-18
Número de páginas12
PublicaciónCuadernos de Gestion
Volumen21
N.º1
DOI
EstadoPublicada - 2021

Palabras clave

  • adoption
  • C2C
  • electronic commerce
  • Electronic purchase
  • marketplace
  • UTAUT

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