Model and empirical study on factors influence consumers' apparel purchasing intention in the C2C e-commerce market

@article{Jing2010ModelAE,
  title={Model and empirical study on factors influence consumers' apparel purchasing intention in the C2C e-commerce market},
  author={Pan Jing and Wang Yue Peng},
  journal={2010 International Conference on Networking and Digital Society},
  year={2010},
  volume={1},
  pages={187-190}
}
The consumer-to-consumer (C2C) market has been growing rapidly worldwide. Based on Fishibein's behavioral intention model, this paper investigates the factors influencing consumers' apparel purchasing intention in the C2C e-commerce market. Data for this study were obtained from 400 students of Hunan University. It is found that two attitudinal factors and one social factor significantly influence the consumers' apparel purchasing intention in the C2C e-commerce market. The findings will be… CONTINUE READING