... security are important attributes in determining sellers’ WTP . Surprisingly, customization influences WTP negatively, and efficiency and enjoyment have no effects. Originality/value This study is among the first to take account of sellers’ motivations to pay for C2C platforms, addressing four...

...Meeta Dasgupta Purpose With the emergence of Generation MZ, comprising millennials and Generation Z, a trend toward personalization and mass customization has become increasingly significant in the fashion and textile industries. Innovations supported by technology at various stages of the apparel...