A Consumer Decision-making Model In C2C Electronic Commerce

Perceived risk has been identified as a major obstacle to the adoption of online shopping. So it is important to reduce the perceived risk to stimulate the rapid development of the C2C online shopping. To reduce the perceived risk, the primary issue is to understand the internal mechanism of the formation of perceived risk and the impact factors on purchase intention. At the same time, as information play an important role on consumer perception of risk and benefit, considering the impact of information quality on online shopping behavior is helpful to construct the site and improve the business strategy. Combined with consumer perceived risk theory, the theory of planned behavior and the theory of technology acceptance, this study establish the consumer decision-making model and explore the quality of information on decision-making using experiment method.Firstly, this paper researches perceived risk and benefit related to online consumer decision-making from perspective of the site and sellers. Many domestic studies of online shopping didn’t extinguish the risk of the site and seller’s, not to mention how they are linked. This study explores to link them and the empirical results illustrate that the consumers’ perception of risk on the site directly impact the perception of risks to the sellers with the path coefficient of0.236. While the perceived benefits, perceived ease of use and perceived usefulness indirectly influence the perception to specific seller through attitude.Secondly, this paper examines the influence of information quality on consumer decision-making. Information disclosures of the seller and online consumer reviews have positive effects on consumer perceived benefits. Online consumer review levels obviously affect perceived benefits and risks. Conclusion implies that because the low online review quality, consumer perceived less benefits and more risks from this type of shop than from the shop has no consumer review. This type of shop didn’t show advantage compared to new opened shops. Conclusions also show that due to the lack of online consumer reviews, the new opened shop is at an unequal competition platform, but this kind of shop can also earn consumer trust by showing friendliness and honesty.Thirdly, this study examines the relationship of variables in planned behavior theory and the theory of technology acceptance. The results show that perceived usefulness and ease of use significantly impact shopping attitude. Attitude significantly affects consumer perceived benefits to specific seller. The relation between attitude and perceived risk to specific seller is not confirmed, probably due to benefits is more important in the formation of attitude. Perceived behavioral control significantly affects purchase intention, while the impact of subjective norm on purchase intentions is not verified.