Study On Influencing Factors Of The Operating Results Of Online Retail Stores Based On C2C E-business

As a kind of information under the condition of new economic activities, electronic commerce has gradually become an important tools of global integration of organization and resource configuration, which plays an important role to optimize the global industry layout of countries and regions and improve their international competitiveness advantage. With the development of emerging technology such as cloud computing and Internet of things, network economy service level including e-commerce rises, which also happens to the information transfer and processing level. In this condition, network retail industry with the form of C2C has maintained the momentum of rapid development. Up to June of2011, the network retail market scale is349200000000RMB, growing74.6%to the same period of last year. As a result, how to use electronic business affairs to improve production efficiency and reduce production costs to achieve efficient management, is to become the concern of the scholars and government. Although the domestic C2C market is some kind of unipolar situation, it is still with the competition fierce, and individual shop is showing a disorderly competition situation because of its low doorsill and low cost advantage. To effectively avoid malignant competition in C2C electronic commerce, protect its operation and promote C2C e-commerce market of China developing stable, this paper has explored the market of C2C key success factors and effective operation model, which based on the extensive literature research.Taking the statistics of word frequency and content analysis as the main research methods, this research selects China’s largest C2C e-commerce sites taobao.com (www.taobao.com) as research platform. the interview record of78sellers have collected,which including the issues such as store operation circumstance introduction, network retail trade promotion, how to raise the customer arrival rate, how to ensure that the turnover rate, operation encountered problems and experience, store strategy target issues. the reporting stores distribute in different industries such as clothing, home furnishing, jewelry, food and so on, with the Credit ratings of one crown and above. Based on study of text of collected interview.we found that " service quality","marketing strategy"," webpage performance" and other factors are the positive effective factors of C2C network retail store, which can play a role on the stability of passenger flow, enhance customer purchase intention, won the customer trust and enhance customer transaction rate. in addition," product","process"," external environment" and" organization" will also have an effect on the success of network retail electronic commerce. What’s more, the result of the research of different credit rank interview content shows that with the development of stores, influence on shop operation of environmental factors and daily functioning factors remains the same, however, the influence of webpage performance and organizational factors gradually increase. As a result, in the actual operation, the network retail businesses can use different strategies of factors according to the different development phase of stores to obtain the creation and maintenance of the unique advantages of resources, which can reduce the consumer perceived risk, improve the purchase intention and improve customer arrival rate and conversion rate.