Factors drive customer purchasing decisions and behaviors in C2C industry : a case study of Taobao

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Factors drive customer purchasing decisions and behaviors in C2C industry : a case study of Taobao

 

Author: Wang, Yuan
Title: Factors drive customer purchasing decisions and behaviors in C2C industry : a case study of Taobao
Degree: M.Sc.
Year: 2011
Subject: Hong Kong Polytechnic University -- Dissertations
Teleshopping -- China
Consumer behavior -- China
Department: Dept. of Computing
Pages: x, 113 leaves : ill. ; 30 cm.
InnoPac Record: http://library.polyu.edu.hk/record=b2426847
URI: http://theses.lib.polyu.edu.hk/handle/200/6025
Abstract: Nowadays, with the rapid development of e-commerce, more and more consumers select online shopping which is a shopping channel more convenient and express than traditional shopping pattern, and more and more people sell products on Taobao.com, the largest C2C platform in China. The competition among sellers on Taobao.com will be more intense, but the interest is objective, so many operators will join in the sales team of Taobao.com continuously. However, the risk exists for blindly and unscientifically operating on Taobao.com. With the methodology of survey for 815 consumers who have online shopping experience, Key finding of this research is that the subjective factors include traditional social concepts and individual demands and the objective factors include product quality, product price, web trust and web security. In addition, repeated behavior is influenced by purchasing behavior significantly. All of the above conforms to our expectations. Seven features of subjective factors and objective factors influence the consumers' online shopping behavior. Referring to the subjective factors influence the consumers' online shopping behavior, first of all, traditional social concept as one feature of subjective factors shows the most significant positive effect on purchase behavior. However, there is inadequate study talking about this feature which seems not so important and representative. Secondly, individual demands also show its positive effect on purchase behavior. The results give comforts to our expectation. Referring the objective factors influence the consumers' online shopping behavior, all the factors show on one hand, web security as one feature of subjective factors shows the most significant positive effect on purchase behavior. On the other hand, web trust comes out to be the second important feature of objective factors to online purchase behavior. The factor of product price also shows significant relations with consumer online shopping behavior. However, the research shows that relationship between product quality and consumer purchase behavior is not the most strongest as we are expected. There are so many studies focusing on ebay.com, but few articles discuss the consumer behavior based on Taobao. Taobao maybe unfamiliar to the whole world, but it has really dominated the C2C market in China. So the case of Taobao is interesting and worth to research. Analyzing the consumer behavior and decision-marking psychology can make sellers know how to satisfy their consumers and how to increase their loyalty. There are so many articles investigating the consumer behavior. But I also want to conduct an analysis of those factors that are most concerned about when shopping online and interacting with seller. The benefits include better customer relationship management and repeat transaction intention. This dissertation aims at analyzing the factors which influence consumer behaviors on Taobao, and how to make them more loyalty.

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