Young People's Purchase Intentions in Online Flea Market

With increasing penetration of smartphone usage, many people enjoy online purchasing with their smartphones. Lately, many young people have been purchasing goods in the online flea market through smartphones and the market has been growing. Despite the online flea market developing rapidly, the critical factors that influence consumers' purchase intention (PI) in the flea market are not clear. Only a few studies have attempted to explain the factors influencing the adoption of the online flea market. This study examines young people's acceptance of the online flea market on smartphones. It identifies the factors of PI, the relative importance of the factors, and relationships among the variables in the online flea market. This study indicates that the online flea market has become a channel for online purchasing among young people. This study also reveals that the PI with flea market applications is directly influenced by both perceived usefulness (PU) and trust (TR) of the online flea market, and indirectly influenced by credibility of personal information protection (PIP). In addition, credibility of PIP strongly influences TR and the system quality (SQ) of the online flea market strongly influences the credibility of PIP.