Model and empirical study on factors influence consumers' apparel purchasing intention in the C2C e-commerce market

The consumer-to-consumer (C2C) market has been growing rapidly worldwide. Based on Fishibein's behavioral intention model, this paper investigates the factors influencing consumers' apparel purchasing intention in the C2C e-commerce market. Data for this study were obtained from 400 students of Hunan University. It is found that two attitudinal factors and one social factor significantly influence the consumers' apparel purchasing intention in the C2C e-commerce market. The findings will be helpful for the online market creators to establish practical guidance and improve services for consumers in the C2C e-commerce market.