| Electronic commerce is rapidly developing for nearly20years in China. The newbusiness model is changing constantly. Nowadays, the official flagship stores are operatedindependently by merchants and company, including B2B e-commerce platform, C2Ce-commerce platform, and B2C platform, that have reach great achievements in theirrespective fields. C2C e-commerce business platform is much more outstanding, but theproduct quality, customer experience, payment safety and sale service and other potentialproblems have been criticized for a long time, resulting in the decreasing of consumerperceived value. Consequently, different views about the future of C2C have been discussedheatedly, one view is that the C2C platform provides more market opportunities, thus itshould keep the open and simplicity; while others argue that the C2C platform should beimproved as B2C in order to meet consumer demand. In spite of the original market feature ofC2C platform, it is undeniable that the openness of C2C platform is catering for the nature ofinformation-based society and is able to provide potential both business and employmentopportunities. Hence, the consumer perception and purchase intention are of great importancenot only in the healthy development of C2C platform, but also in the current Chinesee-commerce market.In this thesis, the improvement of customer purchase intention for C2C platform isregarded as the research object, with the background of current situation of Chinesee-commerce industry. The author analyzes and summarizes the present studies one-commerce both in China and abroad, taking the consumer perceived value as thebreakthrough point, to explore the main factors that have influence on the domestic customerswho are doing online shopping, by which the author designs his AHP questionnaire. Finally,the author put forward some strategies according to the analysis of questionnaire results, togive some positive advise on developing consumer purchase intention. |
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