文献类型：会议论文

英文题名：Cautious and skeptical shoppers: Exploring special participant behavior in China's C2C market

作者：Li, Yifan[1]; Zhu, Ling[2]; Zu, Yuning[3]

机构：[1] Management School, Fudan University, 670 Guoshun Road, Shanghai, China; [2] School of Business, East China University of Science and Technology, 130 Meilong Road, Shanghai, China; [3] Anran Corporation, Chicago, IL, United States

会议论文集：ICETE 2009 - International Joint Conference on e-Business and Telecommunications

会议日期：July 7, 2009 - July 10, 2009

会议地点：Milan, Italy

语种：英文

外文关键词：Electronic commerce - Information use - Sales - Information systems

摘要：Despite the growing body of literature on consumer behavior in electronic markets, previous research has focused on western customers and cultures rather than upon China, the world's largest netizen community. In this paper we conduct structured in-depth interviews with 15 experienced buyers and sellers in China's consumer-to-consumer electronic market. Based on the interview results, we characterize the special behavior of sellers and buyers in China, specifically focusing on the level of market maturity and economic status. We further analyze the economic foundation of their behavior and use the eBay and Taobao case to illustrate the importance of understanding the behavior.