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Determinants of the Adoption of the C2C Marketplace in the Huasteca Region of México
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Author(s): María Inés Salas Rubio (Autonomous University of Tamaulipas, Mexico), Demian Abrego Almazan (Autonomous University of Tamaulipas, Mexico)and José Ignacio Azuela Flores (Autonomous University of Tamaulipas, Mexico)
Copyright: 2025
Pages: 30
Source title:
Reshaping the Economy With AI
Source Author(s)/Editor(s): Fernando Ortiz-Rodriguez (Tamaulipas Autonomous University, Mexico), Yuridia Mendoza (Tamaulipas Autonomous University, Mexico), Vicente Villanueva (Tamaulipas Autonomous University, Mexico)and Shwetambari Chiwhane (Symbiosis International University, India)
DOI: 10.4018/979-8-3693-8714-6.ch010
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Abstract
This study analyzes the factors influencing purchase intention in Consumer-to-Consumer (C2C) marketplaces in Mexico. An empirical model was proposed using competitive prices, electronic word-of-mouth (e-WOM), and trust as variables. A quantitative, cross-sectional methodology with 257 users applied structural equations through the covariance technique. Results show competitive prices and e-WOM positively impact purchase intention, highlighting their importance in emerging economies. However, trust did not show a significant effect, suggesting improvement opportunities for companies. C2C E-commerce proves to be an effective strategy for small businesses and entrepreneurs to reduce costs and address economic instability and unemployment.
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