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AN EMPIRICAL STUDY ON CONSUMERS’ CHOICE OF E-COMMERCE TYPE – B2C AND/OR C2C

Seker, Merve (2009)
Department of Business Administration
Abstract
The overall purpose of this research is to provide a better understanding of Turkish consumers’ choice of e-commerce types, when purchasing online. Mainly, this thesis aims to find out the factors triggering consumers to favour a specific e-commerce type, B2C or C2C. A quantitative strategy was pursued in this research and data was collected through self administered structured questionnaires. Combining academic data with empirical data have produced results helping both scholars and internet sellers to better understand the online consumer behaviour in Turkey. From an academic standpoint, this research has contributed to marketspace literature by identifying consumers’ motivations behind their choice of e-commerce type for purchasing.... (More)
The overall purpose of this research is to provide a better understanding of Turkish consumers’ choice of e-commerce types, when purchasing online. Mainly, this thesis aims to find out the factors triggering consumers to favour a specific e-commerce type, B2C or C2C. A quantitative strategy was pursued in this research and data was collected through self administered structured questionnaires. Combining academic data with empirical data have produced results helping both scholars and internet sellers to better understand the online consumer behaviour in Turkey. From an academic standpoint, this research has contributed to marketspace literature by identifying consumers’ motivations behind their choice of e-commerce type for purchasing. From a practical perspective, this research has provided the internet sellers of both B2C and C2C stores with a greater understanding as to what influences electronic consumers’ choice of a certain e-commerce type, when purchasing; accordingly with a foundation that they can base their marketing strategies on. (Less)
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author
Seker, Merve
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
E-commerce, B2C, C2C, Theory of Planned Behaviour, Management of enterprises, Företagsledning, management
language
Swedish
id
1437823
date added to LUP
2009-06-02 00:00:00
date last changed
2012-04-02 17:38:15
@misc{1437823,
  abstract     = {The overall purpose of this research is to provide a better understanding of Turkish consumers’ choice of e-commerce types, when purchasing online. Mainly, this thesis aims to find out the factors triggering consumers to favour a specific e-commerce type, B2C or C2C. A quantitative strategy was pursued in this research and data was collected through self administered structured questionnaires. Combining academic data with empirical data have produced results helping both scholars and internet sellers to better understand the online consumer behaviour in Turkey. From an academic standpoint, this research has contributed to marketspace literature by identifying consumers’ motivations behind their choice of e-commerce type for purchasing. From a practical perspective, this research has provided the internet sellers of both B2C and C2C stores with a greater understanding as to what influences electronic consumers’ choice of a certain e-commerce type, when purchasing; accordingly with a foundation that they can base their marketing strategies on.},
  author       = {Seker, Merve},
  keyword      = {E-commerce,B2C,C2C,Theory of Planned Behaviour,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {AN EMPIRICAL STUDY ON CONSUMERS’ CHOICE OF E-COMMERCE TYPE – B2C AND/OR C2C},
  year         = {2009},
}