Consumer-to-Consumer Online Purchasing Behavior
Ahmed Alqarni, PhD

Abstract
This study aimed to investigate consumer-to-consumer online purchasing behavior. Data from a total of 476 participants were analyzed using Factor Analysis and Structural Equation Modeling. A model was proposed based on the Theory of Planned Behavior with additional factors added. Eight of the 11 hypotheses proposed were significantly supported. Trust, attitude, and perceived behavior significantly influence consumer purchasing intention. Lower price significantly influences attitude and subjective norms. Seller's reputation has no influence on trust and subjective norms has no influence on consumer-to-consumer online purchasing intention.

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