Analysis of the Impact of Customer Trust on Consumers' Purchase Behavior Based on Online Shopping Platform: Taking Taobao Shop as an Example

DOI

10.2991/ceed-18.2018.72How to use a DOI?

Keywords

Customer Trust; Marketing; Taobao

Abstract

The fast-growing online shopping platform allows consumers to enjoy a wider variety of goods while enjoying more affordable products. However, in recent years, the problems in online shopping platforms, such as customer trust and the differences between reference and actual products, have led to a devastating blow to some of the merchants who have been stationed in Taobao for a long time, in which customer trust has an indispensable impact on consumer buying behavior. This article analyzes the customer trust led by some factors in Taobao shopping and consumer purchase behavior, explores the influence of online customer trust on consumers’ purchasing behavior based on questionnaire design, and proposes marketing suggestions to improve business operations.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Liu Xiu-ping
AU  - Zheng Wan-teng
PY  - 2018/12
DA  - 2018/12
TI  - Analysis of the Impact of Customer Trust on Consumers' Purchase Behavior Based on Online Shopping Platform: Taking Taobao Shop as an Example
BT  - Proceedings of the 1st International Conference on Contemporary Education and Economic Development (CEED 2018)
PB  - Atlantis Press
SP  - 369
EP  - 372
SN  - 2352-5398
UR  - https://doi.org/10.2991/ceed-18.2018.72
DO  - 10.2991/ceed-18.2018.72
ID  - Xiu-ping2018/12
ER  -