The Effect of Internet Auction on Consuming Behavior: A Research in a Clothing Auction Website
Date Issued
2012
Date
2012
Author(s)
Rung, Yi-Ping
Abstract
With the advanced development of internet technology, the trade method of internet auction has been popular with consumers. It is doubted that we can understand the behavior characteristics of online shopping by previewing previous studies of traditional shopping behaviors or not. Thus, our object is to determine if overall online shopping behaviors could be affected by the differences of ages and residing areas by analyzing customers’ shopping data directly.
We conducted a website-based study using an internet auction clothing company data services. The study population included about 85,000 customers shopping on the auction website from June 2011 to November 2011. Customers’ shopping behaviors were classified by consuming demand, consuming ability, and customers’ loyalty. By using statement statistical method, we got following results:
1. Most internet consumers, who were under graduate students, graduate students, and freshmen of society, were between 19 years old and 32 years old and resided in Taipei City, New Taipei City, Taichung City, Tainan City, Kaohsiung City, and Taoyuan County. They preferred to buy the merchandise of clothing, pants, and coat. Besides, the primary pathway of merchandise receiving selected by them was 7-11 distribution centers. Finally, every customer was willing to pay under 1,100 TWD. It was also possible that They would return purchase (under 730 TWD per customer) much with a rate of 8%.
2. Ages modified customers’ shopping behaviors: consuming demand, consuming ability, and customers’ loyalty:Customers who were between 19 years old and 32 years old were willing to pay in times at most in online shopping;Customers who were over 33 years old were with a higher rate of buying goods except accessories than customers who were between 14 years old and 18 years old;Customers who were over 33 years old were willing to select “Home Delivery” as the primary pathway of merchandise receiving;With the increase of age, every customer would pay more and with a lower rate of purchase return.
3. Residing areas modified customers’ shopping behaviors: consuming demand, consuming ability, and customers’ loyalty:Moat customers resided in Taipei City, New Taipei City, Taichung City, Tainan City, Kaohsiung City, and Taoyuan County. Besides, they preferred to buy the merchandise of clothing, pants, and coat and were willing to select “7-11 Distribution Centers” as the primary pathway of merchandise receiving. Finally, every overseas customer would pay more and with a lower rate of purchase return.
We conducted a website-based study using an internet auction clothing company data services. The study population included about 85,000 customers shopping on the auction website from June 2011 to November 2011. Customers’ shopping behaviors were classified by consuming demand, consuming ability, and customers’ loyalty. By using statement statistical method, we got following results:
1. Most internet consumers, who were under graduate students, graduate students, and freshmen of society, were between 19 years old and 32 years old and resided in Taipei City, New Taipei City, Taichung City, Tainan City, Kaohsiung City, and Taoyuan County. They preferred to buy the merchandise of clothing, pants, and coat. Besides, the primary pathway of merchandise receiving selected by them was 7-11 distribution centers. Finally, every customer was willing to pay under 1,100 TWD. It was also possible that They would return purchase (under 730 TWD per customer) much with a rate of 8%.
2. Ages modified customers’ shopping behaviors: consuming demand, consuming ability, and customers’ loyalty:Customers who were between 19 years old and 32 years old were willing to pay in times at most in online shopping;Customers who were over 33 years old were with a higher rate of buying goods except accessories than customers who were between 14 years old and 18 years old;Customers who were over 33 years old were willing to select “Home Delivery” as the primary pathway of merchandise receiving;With the increase of age, every customer would pay more and with a lower rate of purchase return.
3. Residing areas modified customers’ shopping behaviors: consuming demand, consuming ability, and customers’ loyalty:Moat customers resided in Taipei City, New Taipei City, Taichung City, Tainan City, Kaohsiung City, and Taoyuan County. Besides, they preferred to buy the merchandise of clothing, pants, and coat and were willing to select “7-11 Distribution Centers” as the primary pathway of merchandise receiving. Finally, every overseas customer would pay more and with a lower rate of purchase return.
Subjects
Electronic Commerce
Online Auction
Consumer Behavior
SDGs
Type
thesis
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