Research On The Influencing Factors Of The Volume Of Business From Domestic C2C Electronic Commerce

With the growth of the popularizing rate of Internetwork in China and the change of people's consumer awareness, the consumer scale and market size have reached a new height, of which the development of C2C e-commerce is the swiftest. In online trading, consumers always check commodity information such as price, credit and seller's praise rate etc. So it has realistic significance to research the impact of these factors on online shopping trading volume. According to this problem, this paper researches these factors and analyses them with real data.In the perspective of online retailer and by introducing the actual operation of C2C trading platform, this paper firstly establishes a model of factors that affect online shopping trading volume, and then proposes 9 research hypotheses. After that, by using MetaSeeker, this paper captures relevant data of five types of commodities in Taobao, and design databases to process these data. The five commodity types are researching type, experience type 1, experience type 2, trust type and digit type. Besides that, this paper researches the definitions and values of the regression equation variables, and qualitatively describes the influencing factors, of which the mean value and coefficient of deviation can help analyses the reason of difference between these influencing factors. At last, this paper establishes a regression equation to analyze the captured data, and then discusses the analysis result.The analyses result shows that, as to the five types of commodities, the credit of seller strongly influences online shopping trading volume;the seller's praise rate, service attitude score, seller's delivery speed score and type of payment don't have appreciable impact on online shopping trading volume. As to the other four commodities except for digit type commodities, commodity price has appreciable influence on online shopping trading volume. Description match score strongly affects the trading volume of commodities of experience type 1 and trust type, but doesn't strongly influence the other three types of commodities. According to these analyses results, this paper puts forward some improvement suggestions to C2C e-commerce stores which sell different types of commodities.