C2C E-Commerce Fuzzy Risk Analysis with Buyer Perspective

Abstract

Customer to customer (C2C) e-commerce has gained a remarkable importance in recent years. Individuals can reach what they desire to obtain as a buyer in an easy way, and also can sell their properties by using mobile applications and websites as e-commerce platforms rapidly. However, high human involvement and internet infrastructure establishes risky situations in e-shopping. In this paper, the risks encountered in e-commerce between individuals were identified, and inter-relations of these risks were discussed with real C2C buyers by using a fuzzy scale. Next, a Fuzzy Interpretive Structural Modeling (FISM) result was extracted. Interdependencies of the C2C e-commerce risks were examined with buyers’ perspectives in order to reach the root causes of these C2C e-commerce risks.