%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