C2C Online Auction Website Performance: Buyer’s Perspective

Despite the popularity among millions of users around the globe of selling, bidding and buying products using C2C online auction websites, the existing literature on online auctions provides the users with little understanding on important factors of the C2C auctioneer website performance. One way to understand the performance factors of C2C auction websites could be to extend the past theories of end user computing satisfaction from the buyer perspective. The current paper develops a research framework for measuring C2C online auction website performance by identifying factors which influences C2C auction buyer’s satisfaction and net benefit.

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Journal of Electronic Commerce Research (JECR)