Consumers' Priorities for Online Flea Market

The e-commerce between consumer and consumer (C to C - EC) has been rapidly expanding. The online flea market applications have become one of the C to C - EC representative online purchasing channels. The online flea market is quite different from the e-commerce between business and consumer. Despite the online flea market developing rapidly, the priorities for factors of the flea market applications are not clear.This study examines Japanese consumers' the prevalence of the online flea market. and attempts to understand both the priorities for the attributes of the online flea market applications. This study demonstrates that purchasing goods via online flea market applications has not yet become a representative purchasing channel for Japanese people. In addition, this study reveals that Japanese consumers place the high priority on both the flea market fees, such as transfer fee or shipping charge, and the description of personal information management.