Mobile Fashion C2C Apps

Abstract

Consumers increasingly prefer to use mobile phones to surf the internet and make purchases. Mobile applications are also being more used in the area of trade between consumers. This study seeks to understand how satisfaction is generated in the context of consumer-to-consumer (C2C) commerce via mobile applications for buying and selling second-hand fashion products (e.g., clothing, accessories). The research model was empirically evaluated using data collected by an online survey and analysed through partial least square structural equation modelling (PLS-SEM). The results show that trust, perceived usefulness and mobility have significant and positive impacts on consumer satisfaction with C2C mobile applications in fashion sales. Conversely, factors such as security, privacy and enjoyment do not have significant influence.