Investigation of the role of institutional mechanisms on continuous purchase intention in C2C e-commerce

The growth momentum of the transaction volume realized in consumer-to-consumer (C2C) e-commerce markets is increasing day by day. In the studies conducted in recent years, it is seen that the C2C e-commerce model (type) has begun to show interest, although it is not enough. However, C2C e-commerce literature remains incomplete and inadequate, as the studies in the literature focus more on sellers. The main purpose of the research is to examine the behavior of customers who have made purchases using C2C e-commerce platforms (tools) on the axis of risk perception, perception of trust, attitude, PEEIM (perceived effectiveness of e-commerce corporate mechanisms), and DSAN (continuous purchase intention). For this purpose, the study group of the research consists of customers over the age of 18 who have previously purchased in C2C e-commerce. The expressions of the model developed to collect data in the research were collected using an online questionnaire. Analyzes were made based on the answers of 487 people who made a purchase, out of a total of 653 people who participated in the survey. Among the variables, attitude is considered as the mediator variable and PEEIM as the moderator variable. According to the findings obtained from the analysis results; There is a statistically significant relationship between risk perception and attitude, trust perception and attitude, and attitude and recurring purchase intention. PEEIM has a moderator effect on the relationship between risk perception and attitude. Attitude has a significant mediating effect on the relationship between risk perception and recurring purchase intention, and between trust perception and recurring purchase intention. According to the findings obtained from the research, it was found that PEEIM did not have a statistical moderator effect on the relationship between the customer's perception of trust and attitude. It is aimed to contribute to researchers and practitioners with the analysis results obtained from the research.