Anthropologic Concepts in C2C in Virtual Communities

Consumer-to-consumer (C2C) electronic commerce (ecommerce) is increasing as a means for individuals to buy and sell products (eMarketer, 2007). The majority of research surrounding C2C e-commerce deals with online auctions (Lin, Li, Janamanchi, & Huang, 2006; Melnik & Alm, 2002) or aspects of online auctions such as the reputation systems (Standifird, 2001). However, C2C e-commerce is being conducted in many different venues in addition to online auctions, such as third party listing services and virtual communities (Jones & Leonard, 2006). Consumers can be quite resourceful when identifying one another to buy/sell their products even when a formal structure to conduct such transactions is not provided. However, when C2C e-commerce is conducted outside a formalized venue such as online auctions and third party listing services, the lines of accountability can be blurred. It makes one wonder why a consumer would choose to participate in C2C e-commerce in venues not designed to facilitate this kind of exchange. One such unstructured venue is a virtual community. This article will discuss the possible reasons why consumers are feeling more comfortable transacting with one another in this particular venue.