The Effect of Taobao Platform on College Students’ Purchase Intention

DOI

10.2991/978-94-6463-368-9_62How to use a DOI?

Keywords

Taobao platform; purchase intention; network promotion; perceived risk; online word-of-mouth; service quality

Abstract

This study explores the Taobao platform’s impact on college students’ purchasing decisions, providing strategies for enhanced user experience. Analyzing network promotion, risk perception, online word of mouth, and service quality, it identifies key factors influencing purchase intention. Results reveal the significance of network promotion, perceived risk, Internet reputation, and service quality. The study demonstrates good data reliability and validity. Recommendations include strengthening network promotion, improving security, fostering positive word of mouth, and enhancing service quality on Taobao platforms for a better shopping experience and increased purchase intent.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Wang Yu
AU  - Tatchapong Sattabut
AU  - Nusanee Meekaewkunchorn
PY  - 2024
DA  - 2024/02/14
TI  - The Effect of Taobao Platform on College Students’ Purchase Intention
BT  - Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023)
PB  - Atlantis Press
SP  - 526
EP  - 532
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-368-9_62
DO  - 10.2991/978-94-6463-368-9_62
ID  - Yu2024
ER  -