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The Effect of Taobao Platform on College Students’ Purchase Intention

In: Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023)

Author

Listed:
  • Wang Yu

    (BansomdejChaopraya Rajabhat University)

  • Tatchapong Sattabut

    (BansomdejChaopraya Rajabhat University)

  • Nusanee Meekaewkunchorn

    (BansomdejChaopraya Rajabhat University)

Abstract

This study explores the Taobao platform’s impact on college students’ purchasing decisions, providing strategies for enhanced user experience. Analyzing network promotion, risk perception, online word of mouth, and service quality, it identifies key factors influencing purchase intention. Results reveal the significance of network promotion, perceived risk, Internet reputation, and service quality. The study demonstrates good data reliability and validity. Recommendations include strengthening network promotion, improving security, fostering positive word of mouth, and enhancing service quality on Taobao platforms for a better shopping experience and increased purchase intent.

Suggested Citation

  • Wang Yu & Tatchapong Sattabut & Nusanee Meekaewkunchorn, 2024. "The Effect of Taobao Platform on College Students’ Purchase Intention," Advances in Economics, Business and Management Research, in: Feng-xia Cao & Satya Narayan Singh & Ahmad Jusoh & Deepanjali Mishra (ed.), Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023), pages 526-532, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-368-9_62
    DOI: 10.2991/978-94-6463-368-9_62
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