Exploring the Determinants of Repurchase Behavior in C2B e-Commerce

Provided by: International Academy Publishing (IAP)
Topic: Developer
Format: PDF
The proliferation of Internet leads to the rapidly growth of online business. Consumer-To-Business (C2B) e-commerce is getting popular because of Internet recently. Online group-buying is a most representative form of C2B that ignores the limit of distance and raises the power of price negotiation and increases the ability to get better purchase conditions. This paper aims to explore the factors that affecting customers' satisfaction and intention to repurchase of online group-buying with more comprehensive understanding. Through the view of shopping and social network elements of group-buying, this paper introduced convenience, price and novelty as shopping elements and community identification as social network element.

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