Research on the mechanisms of big data on consumer behavior using the models of C2C e-commerce and countermeasures

Abstract

The purpose of this study is to investigate the mechanisms of big data on consumer behavior on the models of C2C e-commerce. From the beginning of the following five aspects: recommendation system, information search, reputation system, virtual experience and security system, the paper discusses some factors that affect buying intention in C2C e-commerce under big data. It fully considers the characteristics of big data, and then constructs the behavioral decision-making model of C2C ecommerce consumers, especially the factors of perceived usefulness, perceived risk and trust are integrated into the model of this research. We conduct the survey method and collect 245 valid questionnaires on consumers in each area in Shanghai and online using the quota sampling method. The empirical data show that it has six hypotheses being rejected, and others are supported in 20 hypotheses. According to the results, the paper also discusses why these hypotheses are not supported and give some marketing countermeasures in order to help the e-commerce enterprises better respond to the challenges of big data.

Factors determining the perceived relevance of social commerce in the African context

“…Therefore, risks associated with social commerce are constantly there. Hence, transactions with a trusted vendor is more desired (Oliveira et al 2017;Tang & Wu 2015). Knowing that cyber crimes are increasing, the current study decided to determine the impact of risks associated with mobile money payments on the perceived relevance of social commerce.…”

“…Many developing countries are adopting mobile phones in higher rates than before (Tanzania Communications Regulatory Authority 2018). The adoption is linked with innovations, aiming to accommodate human activities (Tang & Wu 2015;Venkatesh, Thong & Xu 2012). Researchers agree that the transformation of feature phones into smartphones set an important milestone in the development of our communities because the latter provides a bigger platform for software development (Akman & Mishra 2017;Hajli 2014).…”

“…The process is more difficult for first-time buyers. Studies by Lee and Lin (2005) and Tang and Wu (2015) emphasised that people must be comfortable with the quality of the product before they buy. Therefore, part of this study determines whether the perceived quality of product displayed, influences the perceived relevance of social commerce.…”

“…Therefore, the increase of the comfortability with the quality of displayed information determines the perceived relevance of social media commerce. Ensuring that the quality of the product is visible and verifiable to clients is important for their confidence (Tang & Wu 2015).…”

Comparing Mediation Effect of Functional and Emotional Value in the Relationship between Pros of Applying Big Data Analytics and Consumers’ Responses

“…A total 4 constructs were used. First, positive factors of applying Big Data analytics was measured on four variables and adopted from previous study (Le & Liaw, 2017;Tang & Wu, 2015). Second, two validated items were to measured functional value taken from the studies (Carlos Fandos Roig et al, 2006;Sanchez et al, 2006).…”