CAUTIOUS AND SKEPTICAL SHOPPERS - Exploring Special Participant Behavior in China’s C2C Market

Yifan Li, Ling Zhu, Yuning Zu

2009

Abstract

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.

Paper Citation

in Harvard Style

Li Y., Zhu L. and Zu Y. (2009). CAUTIOUS AND SKEPTICAL SHOPPERS - Exploring Special Participant Behavior in China’s C2C Market . In Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2009) ISBN 978-989-674-006-1, pages 151-158. DOI: 10.5220/0002191201510158

in Bibtex Style

@conference{ice-b09,
author={Yifan Li and Ling Zhu and Yuning Zu},
title={CAUTIOUS AND SKEPTICAL SHOPPERS - Exploring Special Participant Behavior in China’s C2C Market},
booktitle={Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2009)},
year={2009},
pages={151-158},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0002191201510158},
isbn={978-989-674-006-1},
}

in EndNote Style

TY - CONF
JO - Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2009)
TI - CAUTIOUS AND SKEPTICAL SHOPPERS - Exploring Special Participant Behavior in China’s C2C Market
SN - 978-989-674-006-1
AU - Li Y.
AU - Zhu L.
AU - Zu Y.
PY - 2009
SP - 151
EP - 158
DO - 10.5220/0002191201510158