作　　者： ; ;

机构地区： 暨南大学管理学院

出　　处： 《经济管理》 2012年第10期148-156,共9页

摘　　要： 本文针对C2C电子商务的在线购买问题对台湾地区不同人群进行了问卷调查,并结合交易成本理论,对交易成本、消费者特征与C2C在线购买决策的关系进行了实证分析。研究结果显示,交易成本对消费者在线购买意向具有显著影响,而由于各类商品在特性及购买族群上的差异,导致交易成本对不同商品在线购买决策的影响程度也不同。此外,研究还发现,不同商品的潜在客户在性别、职业、教育程度等特征上存在差异。总体而言,网络用户接触互联网的时间越长、教育程度越高、收入越高,会越倾向于在线消费。 Comparing with traditional business, the C2C trading platform gives the buyers easier ways to find the ideal shopping channels. Because of the significant advantages, the scale of e-commerce continues to expand. It has occupied an important position in the national production. Although e-commerce is a huge leap of the business model,it is still not out of the nature of the commodity exc zation of the transaction. Taking C2C e-business consumer hange online Transaction costs still play a vital role in the reali- purchasing behavior as the research object, the pa-per focuses on specific study on purchasing decisions of different types of goods from the angle of transaction cost theory and the consumer characteristics. The study divides the goods on the C2C e-commerce platform into six cate- gories. Based on the questionnaire investigation of different populations in Taiwan Region, this article analyses the in- fluence of transaction cost and consumer characteristics on the purchasing willingness of different types of goods on C2C e-commerce platform. The investigation shows that most neonle think ifferences in characteristics and consumer groups, the influence levels of transaction costs vary with the type of goods. Besides, the study also finds that the potential customers of different goods and services vary in gender, occupation, education level and other characteristics. On the whole, the longer online time, higher education, and higher income will significantly improve the probability of online consuming. Based on the research results ,this paper puts forward some suggestions about C2C e-commerce： First, the sell- ers should reduce all kinds of transaction cost according to the commodity type. Because of the separation between commodity circulation and trade circulation, to reduce the transaction cost is the common choice of electronic busi- ness traders. However, the results of the study show that consumers＇ consideration of transaction cost are different, when they are purchasing different types of goods

关 键 词： 电子商务 交易成本 消费者特征 在线购买

领　　域： [经济管理] [经济管理]