Factors influencing purchase intention towards consumer-to-consumer e-commerce

Purpose: This study explores factors that influence consumer's purchase intention at three consumer-to-consumer (C2C) e-commerce companies in Indonesia. Design/methodology: 5 Expert opinions are used to determine the indicators of each factor and the Structural Equation Modelling (SEM) method is used to analyze the empirical data of 400 respondents for each company. Findings: It is found different significant factors that influence customer's purchase intention in each company. Trust and risk are found to be significantly effect purchase intention in Company A. Meanwhile, the other two companies, perceived usefulness proved to be significant in Company B and benefit significantly effect consumer purchase intention in Company C. Originality/value: This study represents purchase intention in the consumer-to-consumer ecommerce by investigating three case study using technology acceptance model as a guiding theory.