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

B to C作为ITE的代表之一，被认为是振兴农村经济的手段。B to C为乡村商店提供了巨大的商业潜力。同时，它在门店差异化和商品运输成本方面也存在局限性。为了振兴农村经济，本研究提出了从B到C的四个特征。即品牌化、乡村商店合作、广告媒介手段和增强购买力的可能性。在此基础上，对B to C市场的区域品牌进行了提升，提出了“虚拟区域品牌”的概念。当地的网上商城可以作为品牌经理或雨伞品牌来帮助品牌。并对网上商店的消费者行为进行了研究。虽然很多学生使用网上购物网站，但他们对实体店购物有惯性。他们发现每种商品对网店的方便和不方便之处不同。不同地区的学生使用网店的原因不同。

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.