Analysis of the effects of ease of use, enjoyment, perceived risk on perceived value and subsequent satisfaction created in the context of C2C online exchanges

Abstract

The purpose of this paper is to investigate the factors which have a significant impact on consumers' perceived value in the context of consumer-to-consumer (C2C) online exchanges. The authors also examine the impact of consumers' perceived value on consumer satisfaction. The proposed research model is empirically examined using a survey method, consisting of 131 C2C site users. The statistical analysis of the data was presented through the use of SEMPLS regression analysis. The results determined that ease of use and enjoyment has a significant positive impact on perceived value, with the exception of perceived risks which had no impact on perceived value. Also, perceived value has a significant positive impact on satisfaction. The present study is one of the few studies that examine the seven types of perceived risks, four types of perceived value, and the important relationship between perceived value and satisfaction.