Analysis of Differentiating Factors among Trust and Value Stages in the e-Commerce Growth Process

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概要

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• Among previous research on the e-Commerce growth process, the following model building and verification study is the latest. The model building study is based on the following three hypotheses based on literature review. They are; (h1): the difference of purchase behavior among customer segments can be explained by trust and value; (h2): trust and value are mutually influential, and jointly determine the purchase behavior of EC customers; and (h3): a trust building process and a value establishing process contain multiple stages respectively. In the model verification study these hypotheses were tested and verified by responses to a questionnaire survey, and it was proven that the proposed model is valid. This study aims to enhance this staged growth model as a framework for analyzing the e-Commerce growth process and factors. Specifically, at first, this study describes the questionnaire survey conducted to analyze factors that differentiate each stage of trust and value. Next, the statistical analysis method used in this study is described. Lastly, by analyzing statistically significant factors, differentiating factors among stages are identified. Results indicate that 10 trust factors are required to be boosted up from trust stage1 to stage2, and 4 factors from stage2 to stage3. Also, 9 value factors are required to be boosted up from value stage1 to stage2, and 8 factors from stage2 to stage3. Thus, by using this model, the factors required for moving up customers to higher stages can be identified, and the usefulness of the model as a framework for analyzing the e-Commerce growth process and factors is verified. Also, as the strategies to move up the customers to the next stages can be derived from its outcomes, its usefulness as a tool for developing growth strategies of individual e-Commerce is proven.

• 社団法人日本経営工学会の論文
• 2009-08-15

著者

• Hayashi Shigeru

  Tokyo Institute Of Technology Graduate School Of Innovation Management

• HIGA Kunihiko

  Tokyo Institute of Technology Graduate School of Innovation Management

関連論文

• Analysis of Differentiating Factors among Trust and Value Stages in the e-Commerce Growth Process
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