What makes people revisit e-commerce platform? A case study on Pinduoduo platform in China

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2022-12-26 DOI:10.7903/ijecs.2090

Sungjoon Yoon, Yue Tan

{"title":"What makes people revisit e-commerce platform? A case study on Pinduoduo platform in China","authors":"Sungjoon Yoon, Yue Tan","doi":"10.7903/ijecs.2090","DOIUrl":null,"url":null,"abstract":"In recent years, China’s e-commerce market has been growing very fast with many new platform companies are in fierce competition. However, there is not much research done previously which attempted to identify factors that contribute to the platform success in China. In view of this apparent shortage in the literature, this study aims to take a case approach to verify whether the characteristics of the Pinduoduo platform affect the platform attitude to enhance customers’ revisit intention. With a view to confirming internal and external stimuli, this study adopted product satisfaction and social network services (SNS) utilization as mediator and moderator variables respectively. For this purpose, this study conducted an online survey on consumers who have purchase products from Pinduoduo platform in China. 253 questionnaires were used for analysis. The results of the study confirmed that both perceived price discounts and platform recognition have significantly affected platform attitude. In addition, the platform attitude had a significant impact on product satisfaction. Finally, SNS utilization played a significant moderating role in the relationship between platform attitude and revisit intention.","PeriodicalId":38305,"journal":{"name":"International Journal of Electronic Commerce Studies","volume":"1 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2022-12-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Electronic Commerce Studies","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.7903/ijecs.2090","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Computer Science","Score":null,"Total":0}

引用次数: 0

Abstract

In recent years, China’s e-commerce market has been growing very fast with many new platform companies are in fierce competition. However, there is not much research done previously which attempted to identify factors that contribute to the platform success in China. In view of this apparent shortage in the literature, this study aims to take a case approach to verify whether the characteristics of the Pinduoduo platform affect the platform attitude to enhance customers’ revisit intention. With a view to confirming internal and external stimuli, this study adopted product satisfaction and social network services (SNS) utilization as mediator and moderator variables respectively. For this purpose, this study conducted an online survey on consumers who have purchase products from Pinduoduo platform in China. 253 questionnaires were used for analysis. The results of the study confirmed that both perceived price discounts and platform recognition have significantly affected platform attitude. In addition, the platform attitude had a significant impact on product satisfaction. Finally, SNS utilization played a significant moderating role in the relationship between platform attitude and revisit intention.

查看原文本刊更多论文

是什么让人们重新访问电子商务平台？中国拼多多平台案例研究

近年来，中国电子商务市场发展迅速，许多新平台公司竞争激烈。然而，之前并没有太多的研究试图找出促成该平台在中国成功的因素。鉴于这方面文献的明显不足，本研究旨在通过案例的方法来验证拼多多平台的特点是否会影响平台态度，从而增强顾客的重游意愿。本研究采用产品满意度和社交网络服务(SNS)使用分别作为中介变量和调节变量，以确认内部和外部刺激。为此，本研究对中国在拼多多平台上购买过产品的消费者进行了在线调查，使用了253份问卷进行分析。研究结果证实，感知价格折扣和平台认可度对平台态度都有显著影响。此外，平台态度对产品满意度有显著影响。最后，社交网络使用在平台态度与重访意愿的关系中起到显著的调节作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.