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This study extends Web site customer orientation and salesperson customer orientation to C2C e-commerce marketing. According to customer orientation and customer value theory, the paper establishes the relationship model of consumer-to-consumer (C2C) Web site and seller customer orientation, customer value and behavioral intention. The researchers empirically examine the model employing structural equation modeling (SEM) methodology. At the same time, the researchers analyze the mediating effect of customer value between customer orientation and behavioral intention by using regression methodology in C2C e-commerce environment. The results show both Web site and seller customer orientation have significant positive influences on utilitarian value. However, seller customer orientation has insignificant impact on hedonic value. Findings have revealed customer value has partial mediating role between customer orientation and behavioral intention. The theoretical and practical implications, future research are also discussed.

The Impacts of Customer Orientation on Behavioral Intention in C2C e-Commerce Context: The Mediating Role of Customer Value