Factors affecting consumer choices between B2C and C2C models in chinese electronic commerce

Abstract

B2C and C2C have become the most important online shopping platforms. However, the border between B2C and C2C e-commerce platforms is increasingly blurred, and there is a gradual trend toward unity. Previous studies have focused on shopping motivations and consumer behavior, but comparisons of shopping motivations among shopping platforms are sparse. In this study, B2C and C2C online shopping platforms based on previous research were compared. Website experiences, product experiences, and customer experiences were analyzed as main factors. The factors encompass 12 dimensions affecting online shopping. For 324 samples, SPSS was used to compare and analyze factors that influence consumers to choose different online shopping platforms. Four dimensions including website design, website content, product quality, and after-sale service influence platform selection intentions on B2C and C2C websites. Product price and conformity dimensions affect the customers' choices on B2C websites, but not on C2C websites. In addition, website experiences and customer experiences among the main factors influence the customers' choices on B2C and C2C websites. However, product experiences does not influence on B2C websites. Our results will enable e-commerce platform operators to better understand consumer demands, and also to formulate business strategies that take into account consumer intentions. Finally, open research issues that require substantial research efforts are summarized.