Abstract
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 young people’s behavior and perceptions regarding online shops. This study finds that most youth use online shops for purchasing books, CDs, and clothes. They think that online shops offer the advantage of the ready availability of goods, but most 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 gender. We also demonstrate that consumer behavior changes with online shops’ manner of pricing display. These contributions will suggest effective marketing strategies for online shops.
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We should mention that this approach would be prohibitively costly and problematic from the merchants’ perspective.
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This assumption indicates that the variance of an error term is constant.
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- 4.
The likelihood function of (11.3) is
$$ L=\prod\limits_{n=1}^N {{P_{ni }},} $$and the log-likelihood function of this equation is
$$ \ln L=\sum\limits_{n=1}^N {\ln {P_{ni }}} . $$\( \delta_n^i \) is a dummy variable that assigns 1 when a respondent chooses \( i \), and the parameter vector \( \beta \) can be derived as a solution of the following maximum problem.
$$ \ln L=\sum\limits_{n=1}^N {\sum\limits_{{i\in C}} {\delta_n^i} } \ln {P_{ni }} $$
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Okamoto, T., Soga, N. (2013). Japanese Students’ Behavior Toward E-Commerce. In: Uesugi, S. (eds) IT Enabled Services. Springer, Vienna. https://doi.org/10.1007/978-3-7091-1425-4_11
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DOI: https://doi.org/10.1007/978-3-7091-1425-4_11
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