Proceedings of the 1st International Conference on Contemporary Education and Economic Development (CEED 2018)

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

Authors
Liu Xiu-ping, Zheng Wan-teng
Corresponding Author
Liu Xiu-ping
Available Online December 2018.
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/).

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Volume Title
Proceedings of the 1st International Conference on Contemporary Education and Economic Development (CEED 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
December 2018
ISBN
10.2991/ceed-18.2018.72
ISSN
2352-5398
DOI
10.2991/ceed-18.2018.72How to use a DOI?
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/).

Cite this article

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  -