The impact of support on behavioural intention in a customer-to-customer retail service context

Abstract

Although previous studies have focused on customer behaviour in an e-commerce context, few have examined experience with customer-to-customer (C2C) platforms. Thus, the main purpose of this study was to identify the relative impact of two types of support (i.e. emotional and information) on customers' behavioural intention in the C2C area. A total of 181 valid questionnaires on the C2C platform experience was collected and analysed using partial least squares structural equation modelling. The results show that both emotional and information support are major drivers of customer trust in sellers and the C2C platform. Also, the impact of customer trust on behavioural intention was evaluated. Last, multi-group analysis identified the differences in customer behaviour across gender, age, and income. Emotional support is a stronger determinant of trust among male, old, and low-income customers, whereas information support is more impactful in female and young C2C customers. The current study contributes to the internet commerce literature by providing an integrative view of collaborative consumption.