Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.12540/387
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dc.contributor.advisorRahman, Jahiduren_US
dc.contributor.authorYe, Zhuoyanen_US
dc.date.accessioned2021-01-08T05:10:54Z-
dc.date.available2021-01-08T05:10:54Z-
dc.date.issued2020-
dc.identifier.citationYe, Z. (2020). The content of online reviews and consumer purchase behavior: Comparison between C2C and B2C in China [Unpublished bachelor's thesis]. Wenzhou-Kean University.en_US
dc.identifier.urihttps://hdl.handle.net/20.500.12540/387-
dc.description.abstractThe purpose of this study is to investigate the relationship between the content of online reviews and consumer purchase behavior in China's Consumer to Consumer (C2C) online market and China's Business to Consumer (B2C) online market, and compare if there is a significant difference between the relationship. The content of online reviews and monthly sales volume of experience goods on Taobao and Tmall are collected and analyzed by SPSS 23.0 software and Stata/SE 15.1 software. The statistical results show that shop reputation, including description star rating, service star rating, and logistic star rating, has a much higher significant relationship with monthly sales on the B2C online market than the C2C online market. This result suggests the incompleteness of trust and reputation systems in the C2C online market.en_US
dc.format.extent20 pagesen_US
dc.format.mimetypeapplication/pdfen_US
dc.language.isoengen_US
dc.rights.urihttps://creativecommons.org/licenses/by-nc/4.0/-
dc.titleThe content of online reviews and consumer purchase behavior: Comparison between C2C and B2C in Chinaen_US
dc.typeThesisen_US
dc.rights.licenseAttribution-NonCommercial 4.0 International (CC BY-NC 4.0)en_US
wku.groupCollege of Business and Public Managementen_US
wku.identifier.studentID1025949en_US
dc.subject.keywordsC2C and B2C in Chinaen_US
dc.subject.keywordsReview Contenten_US
dc.subject.keywordsConsumer Purchase Behavioren_US
dc.subject.keywordsComparisonen_US
dc.subject.keywordsShop Reputationen_US
wku.thesis.degreeBachelor of Scienceen_US
wku.degree.disciplineAccountingen_US
wku.degree.grantorWenzhou-Kean Universityen_US
Appears in Collections:Theses and Dissertations
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