C2c Online Auction Website Performance: Buyer’s Perspective

Despite the popularity among millions of users around the globe of selling, bidding, and buying products using C2C online auction websites, the existing literature on online auctions provides us with little understanding on important factors of the C2C auctioneer website performance. One way to understand the performance factors of C2C auction websites could be to extend the past theories of end user computing satisfaction from the buyer perspective. The current study develops a research framework for measuring C2C online auction website performance by identifying factors which influences C2C auction buyer’s satisfaction and net benefit. Based on the research framework, we develop measurements and empirically test C2C auction website performance with a sample size of 131 C2C online auction buyers. Our empirical results indicate that the C2C auction website content, user friendliness (a combined measure of C2C auction format and ease of use), timeliness, security, transactions, and product varieties are positively related to the website performance for the auction buyers. Implications of the current study and potential for future studies are also discussed.