TY - JOUR
T1 - Exploración de los factores del uso del C2C en Colombia
AU - Sánchez-Torres, Javier A.
AU - Sandoval, Alexander Varón
AU - Arroyo-Cañada, Francisco Javier
AU - Rojas-Berrio, Sandra
N1 - Publisher Copyright:
© 2021, Management Letters / Cuadernos de Gestión. All rights reserved
Copyright:
Copyright 2021 Elsevier B.V., All rights reserved.
PY - 2021
Y1 - 2021
N2 - 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.
AB - 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.
KW - adoption
KW - C2C
KW - electronic commerce
KW - Electronic purchase
KW - marketplace
KW - UTAUT
UR - http://www.scopus.com/inward/record.url?scp=85100165834&partnerID=8YFLogxK
U2 - 10.5295/CDG.180945JS
DO - 10.5295/CDG.180945JS
M3 - Artículo
AN - SCOPUS:85100165834
VL - 21
SP - 7
EP - 18
JO - Cuadernos de Gestion
JF - Cuadernos de Gestion
SN - 1131-6837
IS - 1
ER -