Investigating factors influencing trust in C2C e-commerce environments: A systematic literature review

Abstract

The continued growth of e-commerce has seen several studies focusing on the business-to-consumer (B2C) e-commerce market, while research on the consumer-to-consumer (C2C) market is relatively limited. C2C e-commerce has also experienced significant growth in the last few years, specifically in the second-hand goods market. Consequently, trust remains a key determinant of e-commerce adoption; hence, understanding the elements that impact trust in the C2C market remains important.

This research aims to uncover factors influencing trust in the C2C e-commerce market and identify areas for future research. A literature review from five databases, focusing on peer-reviewed articles and empirical studies from 2013 to 2023 was conducted. The PRISMA flow diagram guided the process. A defined search criteria initially yielded 382 articles, but after thorough analysis, only 44 were suitable for synthesis and reporting.

The Mendeley referencing tool and MS Excel were instrumental in facilitating the analysis. The findings uncovered a persistent shortage of empirical studies within the realm of C2C e-commerce, particularly in the context of trust. The identified factors were categorised into those affecting buyers and sellers. Various elements, including seller reputation, product reviews, pricing, and the presence of profile photos, emerged as notable influencers on the buyer's side. On the other hand, aspects like structural assurance and website quality played a significant role in influencing trust in the platform from the buyer's perspective. Future C2C e-commerce research should diversify methods, contexts, and factors, like culture and reviews. The study's identified factors can guide researchers and aid practitioners in enhancing trust and C2C adoption.