Using Choice Experiments to Value an Electronic Commerce

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 the behavior of young people´s behavior and perception of online shops. This paper finds that most youth use online shops for purchasing books, CDs, and clothes. They think online shops offer the advantage of ready availability of goods. However, most youth 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 sex. We also demonstrate that consumer behavior changes with the online shops´ manner of pricing display. These contributions will suggest effective marketing strategies for online shops.