Determinants of consumer satisfaction and repurchase intention in Facebook-based C2C marketplaces

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.