Abstract
C2C e-commerce platforms are amplifying the shopping beats rapidly and raising the interests of both parties (buyers and sellers) into this area with delectable offerings. However, these offerings come with a couple of concerns that affect consumers’ online buying and selling behaviour. Therefore, this study is focusing on some of those influential factors like consumer trust, time, convenience and perceived usefulness and determines their relationship with perceived quality of GUI of C2C e-commerce platform. A total of 300 questionnaires were circulated amongst people of different backgrounds in Lahore, Pakistan e.g. students, professionals and housewives using convenience sampling technique. The study has used SPSS version 21.0 to analyse the collected data. The empirical results revealed that there is a significant and positive relationship among all chosen factors. Moreover, another notable finding is that Pakistani consumers are excited to enjoy this revolutionary trend, but privacy and security concerns create chaos.
Original language | English |
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Pages (from-to) | 663-679 |
Number of pages | 17 |
Journal | International Journal of Innovation, Creativity and Change |
Volume | 14 |
Issue number | 12 |
Publication status | Published - 1 Dec 2020 |
Externally published | Yes |