消费者网络购物影响因素研究 C2C与B2C的比较.pdfVIP

CONSUMER INTERNET SHOPPING FACTORS STUDY - COMPARISON OF C2C AND B2C ABSTRACT According to China CNNICs report, as of December 2010, China has reached 457 million Internet users. Due to the widely development of Internet in China and its economy growth, the total Internet users in 2010 increased 73 million compared to 2009, an increase of 5.4%. Under this context, companies accept the two major E-Commerce models B2C and C2C as a natural choice for expanding their business. But through years of development we can find out the concept of B2C and C2C E-Commerce is blurred and has a trend of unification. This research tried to study two models with consumer online shopping factors. By comparing consumers’ acceptance for each model we can try to bring suggestions for both models. This study first reviewed the relevant paper, used Consumer Behavior Theory and Technology Acceptance Model (TAM) as the base of this research, follow by organize existing customer shopping factors to form a questionnaire. At last, analyses the result of questionnaire with SPSS. The final results of this research suggested 1) Build brand with more marketing 2) Increase consumer confidence by decrease various risks associated with online shopping 3) Strengthen the service level 4) Improve product supply channel 5) Target more on specific market segmentation. KEY WORDS: E-Commerce, C2C, B2C, Shopping Factors, Comparison 目录