ONLINE C2C MARKETPLACES IN CHINA & USA: A COMPARISON STUDY OF BUYER AND SELLER PERCEPTIONS

Abstract

In 2014, C2C e-tailing accounted for over 54% of the e-commerce market structure in China compared to less than 10% in USA. This dissertation shares insights on how the perceptional and attitudinal differences between C2C buyers and sellers in China and USA are in-line with this distinction. This study takes an empirical approach in which data were obtained through online surveys with buyers and sellers on C2C platforms in both countries. In total, 400 respondents (100 buyers and 100 sellers in each country) were surveyed from 18th - 29th January 2015. While building upon past literature, new perceptional-dimensions were introduced in this study. In the Buyers Study, the perceived Risk, Trust and Motivation & Appeal of buyers on C2C and B2C platforms were examined with their Overall Purchasing Attitude. In the Sellers Study, the perceived Risk, Motivation & Appeal and Impediment of C2C sellers together with the Entrepreneurial Orientation and Motives were examined with their Overall Selling Attitude. Congruent to the difference in market structure, statistical comparison between China and USA concluded significant differences between the perceptions and the Overall Purchasing Attitude of the C2C buyers in China and USA. No significant differences were however found between the Overall Selling Attitude of China and USA sellers, contrary to the difference in market structure. Through a multiple regression analysis, key factors which were influential to the Overall Purchasing/Selling attitude of the buyers and sellers were identified and discussed. The study’s findings are suggestive that C2C platform operators in USA should prioritise their focus on improving the Overall Purchasing Attitude of buyers before working on the Overall Selling Attitude of sellers. Business practitioners should also examine methods to improve key factors identified that are influential to the Overall Purchasing/Selling Attitude.