CAJ | 학술논문

本文针对C2C电子商务的在线购买问题对台湾地区不同人群进行了问卷调查，并结合交易成本理论，对交易成本、消费者特征与C2C在线购买决策的关系进行了实证分析。研究结果显示，交易成本对消费者在线购买意向具有显著影响，而由于各类商品在特性及购买族群上的差异，导致交易成本对不同商品在线购买决策的影响程度也不同。此外，研究还发现，不同商品的潜在客户在性别、职业、教育程度等特征上存在差异。总体而言，网络用户接触互联网的时间越长、教育程度越高、收入越高，会越倾向于在线消费。
본문침대C2C전자상무적재선구매문제대태만지구불동인군진행료문권조사，병결합교역성본이론，대교역성본、소비자특정여C2C재선구매결책적관계진행료실증분석。연구결과현시，교역성본대소비자재선구매의향구유현저영향，이유우각류상품재특성급구매족군상적차이，도치교역성본대불동상품재선구매결책적영향정도야불동。차외，연구환발현，불동상품적잠재객호재성별、직업、교육정도등특정상존재차이。총체이언，망락용호접촉호련망적시간월장、교육정도월고、수입월고，회월경향우재선소비。
Comparing with traditional business, the C2C trading platform gives the buyers easier ways to find the ideal shopping channels. Because of the significant advantages, the scale of e-commerce continues to expand. It has occupied an important position in the national production. Although e-commerce is a huge leap of the business model,it is still not out of the nature of the commodity exc zation of the transaction. Taking C2C e-business consumer hange online Transaction costs still play a vital role in the reali- purchasing behavior as the research object, the pa-per focuses on specific study on purchasing decisions of different types of goods from the angle of transaction cost theory and the consumer characteristics. The study divides the goods on the C2C e-commerce platform into six cate- gories. Based on the questionnaire investigation of different populations in Taiwan area, this article analyses the in- fluence of transaction cost and consumer characteristics on the purchasing willingness of different types of goods on C2C e-commerce platform. The investigation shows that most neonle think ifferences in characteristics and consumer groups, the influence levels of transaction costs vary with the type of goods. Besides, the study also finds that the potential customers of different goods and services vary in gender, occupation, education level and other characteristics. On the whole, the longer online time, higher education, and higher income will significantly improve the probability of online consuming. Based on the research results ,this paper puts forward some suggestions about C2C e-commerce： First, the sell- ers should reduce all kinds of transaction cost according to the commodity type. Because of the separation between commodity circulation and trade circulation, to reduce the transaction cost is the common choice of electronic busi- ness traders. However, the results of the study show that consumers＇ consideration of transaction cost are different, when they are purchasing different types of goods online. Therefore, in order to achieve maximum efficiency, the bus- inessman should reduce the transaction cost pertinently. Firstly, to the maximum extent, reduce a few types of trans- action cost that will significantly affect consumers＇ buying decision. Then consider to cut other transaction costs that composing total costs. Second, sellers should conduct a policy of market segmentation. Electronic commerce has penetrated into people＇s life, work, study and consumption in a wide field. The service and management is also related to the govern- ment, industry and commerce, finance and many other aspects. E-commerce market is concerned to attract more cus- tomers, in order to increase the whole market saturation. But, for a single business, aiming at more customers corre-spondingly increases the total costs, including money, time, energy and so on. Due to the limitation of single seller, the businessman is impossible to provide products and services to meet all the needs of consumers. In order to com- pete effectively, they shall conduct market segmentation, choose the most potential customer as the target market, and concentrate superior resources to obtain and increase competitive advantage. For example, according to the re- search result, students are more likely to buy books and image products online, so the businessman should make at- tractive sales strategy according to the characteristics of students ＇ This study can not only enrich the research field of e-commerce, but also to some extent improve the current network transaction model,improve trading efficiency and expand the C2C e-commerce market. In addition to giving consumers more choices to consider, this study provides marketing strategies to the managers working in C2C e-com- merce- based business, and helps them to achieve the purpose of enhancing social and economic strength. What＇ s more, this paper provides a new perspective for the study of consumer buying behavior in e-commerce, and a refer- ence for the development of domestic C2C e-commerce.