Key Factors Driving Consumers Online Purchase Behavior on C2C platform- A Case Study of Taobao
Currently, many people select Taobao.com as a trading platform, for it plays a leading role in the C2C market of China and has been developed rapidly with the largest consumer group in the world. The objective of the study is to investigate the key factors driving consumers online shopping. A survey on online shopping experience involving a sample of 815 consumers has indicated that the subjective factors mainly include traditional social concepts and individual demands, while the objective factors mainly contains product quality, product price, web trust and web security. Based on subsequent study of consumers behavior and decision-making psychology, we anticipate that sellers can pay more attention to the means of meeting consumers demand and strengthening the trust with each other.
consumer online purchase behavior objective factors subjective factors C2C Taobao
Yuan Wang LiWei Jia James N.K Liu Dan Chai Yanxing Hu
Department of Computing,Hong Kong Polytechnic University Software Engineering,School of Xi an JiaoTong University
国际会议
2011 International Conference on Economic and Information Management(2011年经济与信息管理国际会议 ICEIM 2011)
北京
英文
121-124
2011-09-03（万方平台首次上网日期，不代表论文的发表时间）