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Article

eWOM in C2C Platforms: Combining IAM and Customer Satisfaction to Examine the Impact on Purchase Intention

Department of Management and Marketing, Universidad Pablo de Olavide, 41013 Sevilla, Spain
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Academic Editor: Andreja Pucihar
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1612-1630; https://doi.org/10.3390/jtaer16050091
Received: 15 March 2021 / Revised: 30 April 2021 / Accepted: 13 May 2021 / Published: 17 May 2021
(This article belongs to the Special Issue The New Era of Digital Marketing)
This study is focused on communications that come from consumer-to-consumer (C2C) ecommerce relationships. This topic is directly associated with the electronic word-of-mouth (eWOM) phenomenon. eWOM is related to the set of positive or negative opinions made by potential, actual, or former customers about a seller. The present study proposes a structural equation modeling with partial least squares (PLS-SEM) research model to analyze consumers’ opinions impact on attitude toward purchasing. This model is based on the Information Adoption Model (IAM) in combination with an ecommerce satisfaction perspective, comprising five constructs: (1) service quality, (2) ecommerce satisfaction, (3) argument quality, (4) source credibility and (5) purchase intention. The model was tested by applying the Smart Partial Least Squares (SmartPLS) software for which 116 effective data from customers of the Taobao C2C platform were used. The findings reveal that all of the defined relationships were supported, confirming the positive impact of all the proposed constructs on the purchase intention. In this respect, the findings suggest that C2C platforms should strengthen the analyzed connections to grow the business and to promote transactions. Finally, implications and limitations related to the explanatory capacity and the sample are identified. View Full-Text
Keywords: consumer-to-consumer (C2C); Information Adoption Model (IAM); relationships; ecommerce; purchase; electronic word-of-mouth (eWOM); ecommerce satisfaction consumer-to-consumer (C2C); Information Adoption Model (IAM); relationships; ecommerce; purchase; electronic word-of-mouth (eWOM); ecommerce satisfaction
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MDPI and ACS Style

Bueno, S.; Gallego, M.D. eWOM in C2C Platforms: Combining IAM and Customer Satisfaction to Examine the Impact on Purchase Intention. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1612-1630. https://doi.org/10.3390/jtaer16050091

AMA Style

Bueno S, Gallego MD. eWOM in C2C Platforms: Combining IAM and Customer Satisfaction to Examine the Impact on Purchase Intention. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(5):1612-1630. https://doi.org/10.3390/jtaer16050091

Chicago/Turabian Style

Bueno, Salvador; Gallego, M. D. 2021. "eWOM in C2C Platforms: Combining IAM and Customer Satisfaction to Examine the Impact on Purchase Intention" J. Theor. Appl. Electron. Commer. Res. 16, no. 5: 1612-1630. https://doi.org/10.3390/jtaer16050091

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