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- W1495264612 abstract "Purpose – The purpose of this paper is to explore e‐commerce development strategy from the consumer loyalty perspective in a Chinese context and to examine the impact of some key factors that affect e‐commerce development in China. The policy implications are also presented.Design/methodology/approach – Data were collected by the wide surveying of trained MBAs with different professional backgrounds. Confirmatory factor analysis and reliability analysis were then used to explore whether the “7C” model of consumer loyalty in electronic commerce is acceptable.Findings – The results show that security and reputation have the most positive impact on consumer loyalty, and playfulness is not significantly related to the potential variable it belongs to. To those enterprises planning to implement e‐business in China, some advice is given; such as increasing the security and reputation of web sites and enhancing communications between buyers and sellers.Practical implications – The paper gives directions to the e..." @default.
- W1495264612 created "2016-06-24" @default.
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- W1495264612 date "2010-07-23" @default.
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- W1495264612 title "The development strategy of electronic commerce in China" @default.
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- W1495264612 doi "https://doi.org/10.1108/17585521011059875" @default.
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