Japanese Students' Behavior Toward E-Commerce
Japanese Students' Behavior Toward E-Commerce
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日本学生的电子商务行为
DOI：
10.1007/978-3-7091-1425-4_11
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发表时间：
2013
期刊：
影响因子：
--
通讯作者：
Takashi Okamoto and Nobuyuki Soga
中科院分区：
文献类型：
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作者：
ヘラー・ダニエル;加藤木綿美;マリノフ;Masaharu Kuhara;Takashi Okamoto and Nobuyuki Soga
企业对消费者（B2C）电子商务已经成为商店和企业最重要的模式之一。然而，其中许多人面临着困难的商业环境，因为他们缺乏对市场的充分了解。为了开发B2C市场，本研究旨在确定年轻人的行为和对网上商店的看法。这项研究发现，大多数年轻人使用网上商店购买书籍，CD和衣服。他们认为，网上商店提供了现成的商品的优势，但大多数人希望确认商品的质量，这是不可能在网上购物。年轻人可能会将网上商店视为实体商店的补充渠道。通过联合分析，产品可用性价值的差异可归因于性别。我们还证明了消费者行为的变化与网上商店的价格显示方式。这些贡献将为网上商店提出有效的营销策略。
Business-to-consumer (B2C) e-commerce has become one of the most important models for stores and enterprises. Many of them, however, face a difficult business environment because they lack an adequate understanding of the market. To develop the B2C market, this study seeks to identify young people’s behavior and perceptions regarding online shops. This study finds that most youth use online shops for purchasing books, CDs, and clothes. They think that online shops offer the advantage of the ready availability of goods, but most want to confirm the goods’ quality, which is not possible in online shopping. Youth may regard online shops as a complementary channel to physical shops. Through conjoint analysis, differences in the value of product availability could be attributed to gender. We also demonstrate that consumer behavior changes with online shops’ manner of pricing display. These contributions will suggest effective marketing strategies for online shops.