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Factors Affecting Consumer-to-Consumer Sales Volume in e-Commerce

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Proceedings of the Future Technologies Conference (FTC) 2019 (FTC 2019)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 1069))

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Abstract

Evaluation matrices in online platforms are key parts in Consumer-to-consumer (C2C) marketplaces. Among the C2C platform providers, Taobao plays an important role in the Chinese virtual market. In this paper, the authors aim at identifying the various indexes for the evaluation matrices system and investigate the influential factors on the performance of the merchants on the platform, which are generally measured by the sales volume. Apple’s iPhone 7 plus is selected as the sample product in this study. Besides the sellers of this product, sales data and sellers’ indexes are collected and analyzed via various statistical techniques. Our results show that accumulated credit, consumer favorable rate, matching score and consumer service rate have a positive impact on sales. Accumulated credit has the strongest influence on sales, and service score has a negative influence on sales. Finally, our recommendations for C2C sellers are provided according to the findings.

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Author information

Authors and Affiliations

  1. Kristiania University College, 0186, Oslo, Norway

    Moutaz Haddara

  2. Graduate School of Chinese Academy of Social Sciences, Beijing, 102411, China

    Moutaz Haddara

  3. TIAS School for Business & Society, 3511 RC, Utrecht, Holland, The Netherlands

    Xin Ye

Authors
  1. Moutaz Haddara
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  2. Xin Ye
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Corresponding author

Correspondence to Moutaz Haddara .

Editor information

Editors and Affiliations

  1. Faculty of Science and Engineering, Saga University, Saga, Japan

    Kohei Arai

  2. The Science and Information (SAI) Organization, Bradford, West Yorkshire, UK

    Rahul Bhatia

  3. The Science and Information (SAI) Organization, Bradford, West Yorkshire, UK

    Supriya Kapoor

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Haddara, M., Ye, X. (2020). Factors Affecting Consumer-to-Consumer Sales Volume in e-Commerce. In: Arai, K., Bhatia, R., Kapoor, S. (eds) Proceedings of the Future Technologies Conference (FTC) 2019. FTC 2019. Advances in Intelligent Systems and Computing, vol 1069. Springer, Cham. https://doi.org/10.1007/978-3-030-32520-6_46

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