C2C E-COMMERCE CHANNEL PREFERENCE: THE ROLE OF SELF-EFFICACY, TRUST, AND EXPERIENCE AND THE MEDIATING EFFECTS OF SATISFACTION?

摘要

This study assesses a consumer's preference to utilize C2C e-commerce as compared to traditional commerce methods, by examining computer self-efficacy, Web experience, and C2C e-commerce trust, and investigating satisfaction as a mediator between the above-mentioned variables and C2C e-commerce preference. The findings indicate that Web experience predicts one's preference, C2C trust predicts one's satisfaction, and satisfaction is a mediating factor between web experience and preference.