Electronic Commerce for Revitalizing Rural Economy -Application of B to C and Regional Brand-

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B to C, one of the representatives of ITeS, is considered as the means to revitalize rural economy. B to C provides great potential of business for rural stores. At the same time, it has the limit in the view point of differentiation of stores and transportation cost of goods. This study suggests four features about B to C in order to revitalize rural economy. That is, branding, collaboration of rural stores, means for advertising medium, and possibility of strengthening buying power. Then we enhance branding to regional brand in B to C market, and suggest "virtual regional brand". The local online mall can help the brand as the brand manager or the umbrella brand. And we research consumer behavior of online shops. Although many students utilize online shop web site, they have the inertia for real store in purchasing. They find out different conveniences and inconveniences to online shops for each goods. Students in different region have different reason for utilizing online shops.