Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
What matters in the digital shopping mall?: A study of Chinese consumers’ adoption of E-business platforms and vendors
Umeå University, Faculty of Social Sciences, Department of Informatics. (IT Management)
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

E-business is growing rapidly all over the world and especially in China, which now has the largest C2C market in the world. Most studies of users’ experience of E-business either focus on the platform usage, platform adoption or include platform usage and vendors’ behavior as variables in general e-retailing models. However, we do not know much about what effect the interplay between E-business platforms and vendors operating on the platform has on consumers E-business behavior. In this paper, buyers' behavior in terms of choosing platforms and choosing stores is examined separately, while measurements for influencing factors such as size of vendor base and trust of platform owner is included to capture second order effects. Data was gathered through a questionnaire, published on a professional Chinese survey website for collecting data. Afterwards, SPSS was used for analyzing data. Similarities and differences between the outcomes for the two research questions were analyzed. The main patterns in the two models are similar, suggesting that the interaction between platform owners and vendors has impact on buyers as well. Price, which was one of the most important features of E-business, proved to be of minor importance for choosing both E-business platform and vendors. However, there are some differences between adoption of platforms and vendors, range of market is important for platform adoption, while it is not a indicator for consumers to choose a certain vendor. These findings suggest that there are second order effects involved in E-business platforms. Further, they indicate that once an E-business platform has acquired a large enough user base, the owner might consider increasing revenues from vendor fees, as long as they translate to small product price increases rather than a decreased vendor user base.

Place, publisher, year, edition, pages
2012. , 35 p.
Series
Informatik Student Paper Master (INFSPM), 2012.05
Keyword [en]
C2C, users' behavior, platform owner, vendor
National Category
Computer Systems
Identifiers
URN: urn:nbn:se:umu:diva-57104OAI: oai:DiVA.org:umu-57104DiVA: diva2:539762
Educational program
Master's Programme in IT Management
Uppsok
Technology
Supervisors
Available from: 2012-07-05 Created: 2012-07-05 Last updated: 2012-07-05Bibliographically approved

Open Access in DiVA

fulltext(1111 kB)634 downloads
File information
File name FULLTEXT01.pdfFile size 1111 kBChecksum SHA-512
82ebbb71d6cae6d11a19876c457a1c2722f16f3c493fc5d3771cfddf5db0975838ed90d4ed86fd540901ff3759dd319e54db5ee459a5f8345ebee241fcfad532
Type fulltextMimetype application/pdf

By organisation
Department of Informatics
Computer Systems

Search outside of DiVA

GoogleGoogle Scholar
Total: 634 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 570 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf