Based on the research framework of the current study for measuring C2C online auction websiteperformance, we develop measurements and empirically test C2C auction website performancewith a sample size of 141 C2C online auction buyers. Our empirical results indicate that the C2Cauction website content, user friendliness (a combined measure of C2C auction format and ease ofuse), timeliness, security, transactions, and product varieties are positively related to the websiteperformance for the auction buyers. Implications of the current study and potential for futurestudies are also discussed.
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