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.