Sales Promotion and Purchasing Intention: Applying the Technology Acceptance Model in Consumer-to-Consumer Marketplaces
L. Richard Ye, Hao-hong Zhang

This paper studies the impact of sales promotion on consumers’ intention to purchase online in the setting of a consumer-to-consumer (C2C) marketplace. The research is grounded in the theory of Technology Acceptance Model (TAM). We test a number of hypotheses empirically about the relationship between online sales promotion, TAM and C2C online purchasing intention. The finding of this study suggests that, by increasing consumers’ perception of ease of use and by decreasing consumer’s perceived risk, online sales promotion has a significant impact on their purchasing intention.

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