A Literature Review of Consumer Behavior towards E-commerce in China

H. Hendrayati, M. Indah Atrisia

Abstract

E-commerce provides opportunities and challenges for business fields around the world, especially in China as the largest e-commerce market. This study of consumer behavior deals with all aspects of purchasing and consumption behavior as well as all persons involved in purchasing decisions and consumption activities. Much research has shown that e-commerce has changed consumer behavior through several factors. The purpose of this study is to investigate and analyse consumer behavior towards e-commerce in China. Extensive literature reviews have been conducted on the motivating factors and effects of e-commerce on consumer behavior. This study is based on a literature review and implications indicated by previous studies; hence the suggestions are indicative rather than conclusive. The analysis of related research identified three main topics, namely: (1) types of Chinese online shoppers; (2) motivation for purchasing products online; and (3) factors that influ-ence consumer behavior to adopt online shopping in China. This chapter focuses on the impact of e-commerce on consumer behavior and suggests suitable strategies.

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Paper Citation


in Harvard Style

Hendrayati H. and Atrisia M. (2017). A Literature Review of Consumer Behavior towards E-commerce in China.In Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - Volume 1: GC-BME, ISBN 978-989-758-333-9, pages 53-58. DOI: 10.5220/0007114700530058


in Bibtex Style

@conference{gc-bme17,
author={H. Hendrayati and M. Indah Atrisia},
title={A Literature Review of Consumer Behavior towards E-commerce in China},
booktitle={Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - Volume 1: GC-BME,},
year={2017},
pages={53-58},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007114700530058},
isbn={978-989-758-333-9},
}


in EndNote Style

TY - CONF

JO - Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - Volume 1: GC-BME,
TI - A Literature Review of Consumer Behavior towards E-commerce in China
SN - 978-989-758-333-9
AU - Hendrayati H.
AU - Atrisia M.
PY - 2017
SP - 53
EP - 58
DO - 10.5220/0007114700530058