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Theoretical Framework of Consumer to Consumer (C2C) E-Commerce Adoption in Indone

Author

Listed:
  • Farah Alfanur

    (Ritsumeikan University, Japan)

  • Yasuo Kadono

    (Ritsumeikan University, Japan)

Abstract

Consumer to consumer (C2C) e-commerce is growing rapidly especially in Indonesia. It is used by more than 60% of Indonesian internet users. Many individuals and business owners, especially small and medium size enterprises (SMEs) are easy to manage their business using C2C e-commerce. Due to the reasons, C2C e-commerce could give contribution to the Indonesian economic growth. Despite the C2C e-commerce growth, there was limited research focus on C2C e-commerce from consumer's perspectives. To fill this gap, this present research focused on factors influencing the consumer's (buyer) adoption of C2C e-commerce by a conceptual framework based on ellaboration of interview results and literatures. The conceptual framework is proposing hypotheses and factors that influence behavioral intention and purchase decision of users to adopt C2C e-commerce. This study finally would deepen the understanding of the consumer behavior of C2C e-commerce, especially within Indonesian actual conditions.

Suggested Citation

  • Farah Alfanur & Yasuo Kadono, 2017. "Theoretical Framework of Consumer to Consumer (C2C) E-Commerce Adoption in Indone," Management Challenges in a Network Economy: Proceedings of the MakeLearn and TIIM International Conference 2017,, ToKnowPress.
    • Handle: RePEc:tkp:mklp17:257
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