TECHNOLOGY READINESS AND BEHAVIORAL DECISIONS TOWARD C2C PLATFORMS IN CHINA

摘要

This paper describes the development and validation of a conceptual model illustrating the impacts of both user technology readiness and their perceptions on intentions to continue with the C2C platform services. Over 500 online survey data from China and the SEM analysis procedures illustrated that technology readiness and perceived C2C platform trustworthiness had stronger impacts on user satisfaction which, in turn, influenced their intentions to continue. Implications are also included in the paper.