The Impact Of Consumer Behavior On The Development Of C2c E-commerce Model

This paper focuses on the study of e-commerce mode particularly on the theory of C2C e-commerce model. According to the main line of consumer behavior, uses the evidence research method, discusses consumer behavior of C2C mode, and researchs what the influence dose the consumer behavior give to C2C mode's development。In this paper, firstly introduces the concept, characteristics and patterns of e-commerce, and also gives brief introduction of the C2C mode development in China and its related research, in order to study the mode and easy to the investigation, in this paper, also gives detailed description of the typical C2C mode in China――Taobao.Secondly, the paper learns and researchs the theory and research methods for consumer's behavior, the digital revolution to the impact of consumer behavior, as well as the characteristics of consumer behavior, and in the paper the traditional shopping patterns of consumption behavior and network mode consumer behaviors were compared. After this, focuses on the consumer behavior, and Taobao station as an example of this paper to make a detailed analysis and elaboration, and gives a solid theoretical foundation to the followed research framework.On stage of the evidence research according to the preceding analysis and theoretical and basing Taobao mode, the paper proposed study assumptions, and designed the study frame, and finished the release of the questionnaire, data collection and entry and gave the test of the reliability of the questionnaire.On stage of data analysis, according to the study of the framework, the data were processed and analyzed. Using factor analysis methods, the key factors which impact on consumer shopping behavior of C2C mode were selected, as well as focus on using SPSS software to variance analysis, hypothesis testing, and regression analysis. At the same time, the writer interviewed experts whom deep in the research of this area, and draw a preliminary conclusion.Finally, to sum up the results of the study, the paper described the behavior of consumers "C2C development mode" affection. According to the conclusion of the study and put forward the views of some guidance on the future direction of the vision, and defined in this study the shortcomings.