| Online industry rivalry is one of the most phenomenal moments in this era and one of the example is customer to customer online marketplace. This study aims to know the society’s perception, especially in Jabodetabek area, in responding this innovation, how it influences the users and relates with the price sensitivity. This study uses modified technology acceptance model (TAM) and the theory of diffusion of innovation (DOI) to conduct the analysis. An online questionnaire had been distributed throughout Jabodetabek area and a sample of 203 respondents were taken for further analysis using structural equation modelling (SEM). This study found that users who highly innovative are less sensitive to price, while users who highly satisfied are more sensitive to price. |