This study is focused on communications that come from consumer-to-consumer (C2C) ecommerce relationships. This topic is directly associated with the electronic word-of-mouth (eWOM) phenomenon. eWOM is related to the set of positive or negative opinions made by potential, actual, or former customers about a seller. The present study proposes a structural equation modeling with partial least squares (PLS-SEM) research model to analyze consumers’ opinions impact on attitude toward purchasing. This model is based on the Information Adoption Model (IAM) in combination with an ecommerce satisfaction perspective, comprising five constructs: (1) service quality, (2) ecommerce satisfaction, (3) argument quality, (4) source credibility and (5) purchase intention. The model was tested by applying the Smart Partial Least Squares (SmartPLS) software for which 116 effective data from customers of the Taobao C2C platform were used. The findings reveal that all of the defined relationships were supported, confirming the positive impact of all the proposed constructs on the purchase intention. In this respect, the findings suggest that C2C platforms should strengthen the analyzed connections to grow the business and to promote transactions. Finally, implications and limitations related to the explanatory capacity and the sample are identified.

中文翻译：

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C2C平台中的eWOM：结合IAM和客户满意度来检查对购买意愿的影响

这项研究的重点是来自消费者对消费者（C2C）电子商务关系的通信。该主题与电子口碑（eWOM）现象直接相关。eWOM与潜在客户，实际客户或以前的客户对卖家的一系列正面或负面意见有关。本研究提出了具有偏最小二乘的结构方程模型（PLS-SEM）研究模型，以分析消费者的意见对购买态度的影响。该模型基于信息采纳模型（IAM）并结合了电子商务满意度的观点，包括五个构造：（1）服务质量，（2）电子商务满意度，（3）论据质量，（4）源信誉和（5） ） 购买意向。该模型通过应用智能偏最小二乘（SmartPLS）软件进行了测试，该软件使用了来自淘宝C2C平台客户的116个有效数据。调查结果表明，所有定义的关系均得到支持，从而证实了所有拟议结构对购买意愿的积极影响。在这方面，调查结果表明C2C平台应加强分析联系，以发展业务并促进交易。最后，确定了与解释能力和样本有关的含义和局限性。研究结果表明，C2C平台应加强已分析的联系，以发展业务并促进交易。最后，确定了与解释能力和样本有关的含义和局限性。研究结果表明，C2C平台应加强已分析的联系，以发展业务并促进交易。最后，确定了与解释能力和样本有关的含义和局限性。