Title: The Influencing Factors of Consumer Satisfaction with C2C E-commerce platforms
Author: Zhai Yingnan
Advisor: Assoc. Prof. Dr. Qiu Chao
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.577-588) Proceedings PDF
Abstract
E-commerce is highly recognized by merchants because it can greatly reduce operating costs. Many merchants, in addition to engaging in traditional marketing models, also develop e-commerce business models to expand new markets. However, due to the special and virtual nature of the internet environment, as a new business operation model, e-commerce exhibits some transaction characteristics that traditional physical economic models do not possess. There are still many insufficiencies in the transformation and operation of business models, which may prevent consumers from obtaining the traditional satisfactory consumption experience in e-commerce transactions, leading to consumer loss and low evaluation of e-commerce.
The purposes of this study are: 1) To explore the key factors affecting consumer satisfaction with C2C e-commerce, and 2) To verify that network security, product value, service quality, and corporate image value positively impact consumer satisfaction with C2C e-commerce. This study selected Taobao, a C2C e-commerce platform in China, as case study, using the quantitative research method. The reliability and validity of the questionnaire were analyzed to verify its reliability and rationality. The sample size was 300.
The research results show that: 1) consumer satisfaction with C2C e-commerce is influenced by network security, product value, service quality, and corporate image value; 2) network security, product value, service quality and corporate image value have a significant positive impact on consumer satisfaction with C2C e-commerce.
In a highly competitive market environment, consumers are intangible assets for merchants. In C2C e-commerce activities, understanding the key factors that influence consumer satisfaction is crucial for merchants to gain a competitive advantage. Research on consumer satisfaction allows companies to better understand and meet consumer needs. By promptly offering products or services that consumers need, companies can maintain an invincible position in market competition.
Keywords: C2C e-commerce, consumer satisfaction, influencing factors
The Influencing Factors of Consumer Satisfaction with C2C E-commerce platforms /
6417195814 Zhai Yingnan 2567 (2024) The Influencing Factors of Consumer Satisfaction with C2C E-commerce platforms สารนิพนธ์ (Independent Study), Advisor: Assoc. Prof. Dr. Qiu Chao, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University