June Lu School of Business Administ
Linda A. Hayes
C2C transactions make up an important part of electronic commerce in emerging markets. A C2C platform has a better chance of sustaining profitability when customers are generally satisfied with using the website. This study proposed a conceptual model using both IS and marketing perspectives illustrating the impact of user technology readiness, perceived platform functionality and user trust on user satisfaction with top C2C platforms in China. The proposed model was validated using perception data from C2C users in popular online chat rooms and employing SEM analysis procedures. The study revealed perceived user trust a much stronger determinant of user satisfaction than perceived platform functionality. Two dimensions of user technology readiness, optimism and insecurity, had significant effects on user perceived trust and platform functionality, one positively and one negatively. The findings are discussed with implications for research and practice. The paper concludes with further research directions.