Authors: Sumedha Chauhan; Sandeep Goyal; Parul Gupta; Mahadeo Jaiswal; Nikhil Mehta
Addresses: O.P. Jindal Global University, Sonipat Narela Road, Near Jagdishpur Village, Sonipat, Haryana 131001, India ' LM Thapar School of Management, Dera Bassi Campus, Off Derabassi, Barwala Road, District Mohali 140507, India ' Management Development Institute Gurgaon, Block C, Sukhrali, Sector 17, Gurugram, Haryana 122007, India ' Indian Institute of Management Sambalpur, Odisha 768019, India ' Bryan School of Business and Economics, University of North Carolina at Greensboro, 1400 Spring Garden St, Greensboro, NC 27412, USA
Abstract: In the last two decades, online and real-time interactions have grown significantly between individual buyers and sellers. Consumer-to-consumer (C2C) electronic-commerce (e-commerce) has been increasingly adopted by the people as a direct interface for buying and selling products or services. This research focuses on identifying the key determinants for adoption of C2C auction marketplaces, especially online auctions. Rogers' (2003) diffusion of innovation (DoI) theory has been used as the guiding framework for this study as C2C e-commerce falls into the category of technological innovation. Research methodology involves quantitative survey of 278 consumers of C2C auction marketplace in India and the application of logistic regression to determine the impact of DoI attributes on C2C e-commerce adoption. Research findings indicate that relative advantage, observability, perceived security, age, and gender influence the adoption of C2C auction marketplaces. However, compatibility, complexity, and trialability do not significantly influence the adoption of C2C auction market places.
Keywords: consumer-to-consumer; C2C; India; innovation; e-commerce; diffusion of innovation; DoI.
International Journal of Business Information Systems, 2022 Vol.40 No.1, pp.117 - 136
Received: 17 Aug 2019
Accepted: 13 Oct 2019
Published online: 16 May 2022 *