How Will Purchasing Purpose Influence Unreasonable Consumption in C2C Purchasing?

Abstract

This paper, from the innovated view that whether the customer held the obvious purchasing purpose, does research about the phenomenon of irrational purchasing based on the C2C e-business platform. The paper used the method of empirical study to explore the influence which the five factors (the convenience of supplier information acquisition, the convenience of price information acquisition, (other) buyer’s assessment, the seller credit, the convenience of the payment) made on two kinds of different irrational purchasing: the one with obvious purchasing purpose and the one without. What’s more, the paper displayed this relationship by regression equation which will benefit the follow-up study and the business decision-making.