Exploring the Factors Affecting the Intention to Use C2C Auction Websites in Egypt

Abstract

Online shopping has become the third most popular Internet activity after using e-mails and entertainment. An important type of online shopping is online consumer to consumer auction (C2C) where consumers are able to sell and buy directly online. Although C2C online auctions could be an opportunity to enhance e-commerce in developing countries, many internet users are not willing to use it. This research explores the factors that could lead to more users’ intention to use C2C auction websites in Egypt as an example of the developing countries. A conceptual model is introduced based on the technology acceptance model which was tested via a survey. Findings indicate that the perceived usefulness of using C2C auction websites have a significant impact on users’ intention to use C2C website. This should be supported with appropriate security measures that could lead to more trustable C2C auction websites.