%0 Journal Article
	%A Kee-Young Kwahk and  Xi Ge and  Jun-Hyung Park
	%D 2012
	%J International Journal of Economics and Management Engineering
	%B World Academy of Science, Engineering and Technology
	%I Open Science Index 69, 2012
	%T Investigating the Determinants of Purchase Intention in C2C E-Commerce
	%U https://publications.waset.org/pdf/7384
	%V 69
	%X 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.
	%P 2378 - 2382