Proceedings of the 2016 International Conference on Education, Management Science and Economics

Research on Social Factors and Customers' Selection behavior of Small and Medium-sized E-commerce Enterprises in the Online Shopping Environment

Authors
Guan-yitong Zhou
Corresponding Author
Guan-yitong Zhou
Available Online December 2016.
DOI
10.2991/icemse-16.2016.114How to use a DOI?
Keywords
E-commerce enterprises, Brand Knowledge, customers' purchase Intention
Abstract

The small and medium-sized e-commerce have been presented with an increasingly complex and competitive market environment, so new marketing theories are in urgent need to guide their production and management. It has great theoretical and practical significance, to rationally use all kinds of social information elements to meet customers' consumption and psychological demand in the online shopping environment. This research based on the brand community and virtual community theory, this research can provide theoretical guidance to small and medium-sized enterprises to launch online marketing. Meanwhile, by investigating the influence of online social factors on customers' purchase intention, this research can also provide a new way and management basis to enterprises to attract and retain loyal customers.

Copyright
© 2016, 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)

Volume Title
Proceedings of the 2016 International Conference on Education, Management Science and Economics
Series
Advances in Social Science, Education and Humanities Research
Publication Date
December 2016
ISBN
978-94-6252-275-6
ISSN
2352-5398
DOI
10.2991/icemse-16.2016.114How to use a DOI?
Copyright
© 2016, 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/).

Cite this article

TY  - CONF
AU  - Guan-yitong Zhou
PY  - 2016/12
DA  - 2016/12
TI  - Research on Social Factors and Customers' Selection behavior of Small and Medium-sized E-commerce Enterprises in the Online Shopping Environment
BT  - Proceedings of the 2016 International Conference on Education, Management Science and Economics
PB  - Atlantis Press
SP  - 453
EP  - 455
SN  - 2352-5398
UR  - https://doi.org/10.2991/icemse-16.2016.114
DO  - 10.2991/icemse-16.2016.114
ID  - Zhou2016/12
ER  -