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| Author: | Plouffe, C. R. |
| Title: | Examining "peer-to-peer" (P2P) systems as consumer-to-consumer (C2C) exchange |
| Journal: | European Journal of Marketing
2008 : NOV, VOL. 42: 11/12 p. 1179-1202 |
| Index terms: | statistical methods market research electronic commerce consumers internet marketing |
| Language: | eng |
| Abstract: | This paper aims to address business research which examines both consumer-to-consumer (hereafter as: C2C) and "peer-to-peer" (hereafter as: P2P) exchange. In the research, a model including the consumer's satisfaction, extent of usage and future behavioral intentions toward P2P exchanges is formulated and empirically tested in the case of internet-enabled file swapping of pirated music amongst individual consumers through P2P systems. The findings show that the wide prevalence of P2P exchanges occurring globally between consumers has more to do with unexplored aspects of the phenomenon and seemingly much less to do with traditional marketing mix variables. |
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