Determinants of consumer satisfaction and repurchase intention in Facebook-based C2C marketplaces
Imran Ahmed
Abstract
This study investigates how consumer satisfaction is antecedent and consequence of repurchase intentions in Facebook-based C2C marketplaces, one emerging segment of e-market in recent years. We used a quantitative approach and achieved 387 participants in an online survey through convenience sampling, while we tested the hypotheses by SmartPLS based on Structural Equation Modelling. The finding shows that trust, social influence and perceived usefulness have positive impact on consumer satisfaction and through indirect influence they also affect the repurchase intention. Perceived risk negatively impacts consumer satisfaction. Consumer satisfaction directly and positively strongly influences repurchase intentions, emphasizing its importance in continuance with Facebook C2C commerce. These results give actionable insights for social media marketplace conceptualisers and sellers that it’s worth investing in tactics that build trust (e.g., clear policies and reputation systems), leveraging social proof and community interaction, and increasing perceived usefulness with simplification of transaction features. Future studies should also explore the boundary conditions and mediating mechanisms of perceived risk and examine these associations in other product domains and cultural settings.
Keywords
consumer to consumer, digital marketplace, e-market, SmartPLS
Author information & Contribution
Imran Ahmed. Bachelor of Business Administration student, Jatiya Kabi Kazi Nazrul Islam University. Email: imran.ahmed.jakariya@gmail.com
Disclosure statement
No potential conflict of interest was reported by the author.
Funding
This work was not supported by any funding.
Institutional Review Board Statement
The study was conducted in accordance with the ethical principles for human subjects as stated in the WMA Declaration of Helsinki. Ethics approval was considered as exempt/waived due to the nature of data collection consisting of an online survey with non-sensitive, anonymized responses provided voluntarily from adults. Informed consent was obtained from all participants. Identifiable personal information was not stored or shared.
Data and Materials Availability
The data supporting the findings of this study are available from the corresponding author upon reasonable request.
AI Declaration
AI tools were not used in writing this paper.
Notes
Acknowledgement
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Cite this article:
Imran Ahmed (2026). Determinants of consumer satisfaction and repurchase intention in Facebook-based C2C marketplaces. International Journal of Academe and Industry Research, 7(1), 86-104. https://doi.org/10.53378/ijair.353322
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This work is licensed under a Creative Commons Attribution (CC BY 4.0) International License.
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