@article{(Open Science Index):https://publications.waset.org/pdf/7384, title = {Investigating the Determinants of Purchase Intention in C2C E-Commerce}, author = {Kee-Young Kwahk and Xi Ge and Jun-Hyung Park}, country = {}, institution = {}, abstract = {This study aims to examine the determinants of purchase intention in C2C e-commerce. Specifically the role of instant messaging in the C2C e-commerce contextis investigated. In addition to instant messaging, we brought in two antecedents of purchase intention - trust and customer satisfaction - to establish a theoretical research model. Structural equation modeling using LISREL was used to analyze the data.We discussed the research findings and suggested some implications for researchers and practitioners.}, journal = {International Journal of Economics and Management Engineering}, volume = {6}, number = {9}, year = {2012}, pages = {2378 - 2382}, ee = {https://publications.waset.org/pdf/7384}, url = {https://publications.waset.org/vol/69}, bibsource = {https://publications.waset.org/}, issn = {eISSN: 1307-6892}, publisher = {World Academy of Science, Engineering and Technology}, index = {Open Science Index 69, 2012}, }