A review on the evolution of user acceptance behaviour in collaborative e-commerce
by Guoyin Jiang; Feicheng Ma; Youtian Wang
International Journal of Electronic Finance (IJEF), Vol. 6, No. 1, 2012

Abstract: To explore the evolution of consumers' transition behaviour under collaborative e-commerce, on the basis of actual Chinese collaborative e-commerce vendors Rakuten, Flashpoint 100 and so on a framework of e-commerce consumer transition behaviour is proposed. Related literature in sum has illustrated how single/collaborative technology/brand effect transitions the behaviour of e-commerce consumers, and has brought to light those influence factors, as well as the relationship among multi factors. Empirical research methods based on TAM, TPB, TRA and IDT can be used for modelling e-commerce consumer acceptant behaviour, and a computational experiment method can represent the complex dynamic evolution process of consumer transition behaviour by integrating an agent-based model with a cognitive relationship framework determined by empirical data.

Online publication date: Mon, 30-Apr-2012

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