The Empirical Research Of C2C E-business Consumption Tendency

C2C e-commerce in China is in a period of vigorous development,and it as e-commercewith advanced products, its goods has the price advantages to students or low income groupsof all ages, because of its shop threshold, low funds, and low operating costs. Rely onelectronic information and continuous improvement and the soundness of the legalsystem,C2C is more flexible and the free way to trade is constantly to be sure, and thevolume of transactions increased year by year. However, the increase in the volume oftransactions has not brought a corresponding profit growth in C2C business profitability.Thesituation is not ideal, and a lot C2C business are maintaining the small profit margins or instatus of loss.By study the tendency of the influencing factors to C2C e-commerce consumers, takegraduates as a breakthrough study for the consumption patterns of consumers, and by the keyfactors to explore the impact of their consumption rules of C2C e-commerce so as to providea little idea to businesses. The paper take the graduates as example, from three aspects of theirbasic situation, shopping experience, consumer characteristics, summed up several key factorsthat impact on online shopping propensity to consume, including the operating of the websiteease level, the website image and after-sales service, interaction with customers, logistics anddistribution, product attributes, types of goods, online shopping transaction specificationacceptance, online payment secure recognition, leisure time, herd mentality, and consumers’propensity to consume is divided into consumer desires, rational consumption, impulsiveconsumption, in order to more accurately capture the key factors. Through the establishmentof the underlying assumptions between the influencing factors and the propensity to consume,with the help of descriptive statistical analysis, correlation and regression analysis ofmulti-species analysis methods to verify the reasonableness of the assumptions of therelationship between propensity to consume and influence factors, the results of the study asfollows:Firstly, the role of gender, the net age, hometown of regional factors affect on the desireto buy, the impact on rational consumer tendencies and impulsive consumption tendencies are not obvious, namely, the desire to buy, rational consumption and impulsive consumption isnot different underlying different genders, net ages and home area;Secondly, the consumer trust C2C site is less than the B2C website. Statistical analysisindicated that students generally favorite sites Tao Bao,Amazon and Dang Dang, but the mosttrusted sites is Jingdong Mall, Amazon and Dang Dang, with Tao Bao far behind. Tao Bao is aC2C e-commerce model, Jingdong Mall, Amazon, and Dang Dang are main B2C business.Visible, consumers trust in C2C site is less than the degree of trust in the B2C website.Third, Students are more sensitive to commodity prices. Through the consumptionStructure of students,Consumers tend to buy books, shoes, hats, clothing and other low-valueconsumable consumer goods through the network, but for the longer life cycle and the largervalue of durable goods， such as electronics, very few cares;Fourth, students chose the online shopping because of its reasonable prices, saving time,and the full range of goods.