The Impact of Sales Promotion on the C2C Online Purchasing Behavior: An Empirical Study

This paper tries to construct sales promotion and Technology Acceptance Model as an integrated theoretical framework of C2C online consumer behavior. We use empirical method to test hypothesis about the relationship between online sales promotion, TAM and C2C online shopping behavior. The study shows that online sales promotion direct impaction on the customer’s attitude and purchase intention is not significant, but by the perception of consumers ease of use and perceived risks induce an indirect impaction. The conclusions of this study would provide helpful suggestions on the online marketing operation.