There has been an increase in the popularity of using social media for commercial purposes, and this is commonly known as consumer-to-consumer (C2C) social commerce (s-commerce). Thailand is among one of the world’s largest C2C s-commerce markets; however, its C2C s-commerce has different characteristics from traditional e-commerce. This study investigated the patterns of various C2C s-commerce business models and purchasing processes being used in Thailand, based on data collection from interviews and direct observations. The findings revealed the patterns of the transaction process, including advertising, searching, negotiation and ordering, payment, and delivery. It also been found that there are six business models in C2C s-commerce: S-retailing, S-specific market, S-preorder, S-auction, S-reverse auction, and S-portal. The activities in C2C s-commerce were presented by using the logical process diagram to show differences in user interaction patterns and business arrangements. A solid understanding of business models and purchasing processes will help sellers to improve process effectiveness, as well as helping buyers reduce the risk when making purchases using C2C s-commerce in Thailand.
User interaction patterns of a personal cooling system: A measurement study
