Title :
Positive Analysis of Chinese Online Customer Behavior During the Transaction
Author_Institution :
Sch. of Inf. & Safety Eng., Zhongnan Univ. of Econ. & Law, Wuhan, China
Abstract :
The paper advances the correlation between website quality and behavioral and attitudinal outcomes of transaction under the online context. Meanwhile, it also suggests the moderate effect of income and risk perception between website quality and outcome of transaction. Positive analysis is implemented by collecting data from Taobao.com, and the hypothesis are tested following the regression analysis by using SPSS. The author also gives managerial implication after the hypothesis are tested.
Keywords :
Internet; consumer behaviour; regression analysis; Chinese online customer behavior; Internet; online context; positive analysis; regression analysis; risk perception; Business; Context; Educational institutions; Equations; Internet; Mathematical model; Moderating Effect; Online Customer Behavior; Positive Analysis;
Conference_Titel :
Management of e-Commerce and e-Government (ICMeCG), 2011 Fifth International Conference on
Conference_Location :
Hubei
Print_ISBN :
978-1-4577-1659-1
DOI :
10.1109/ICMeCG.2011.56
