Based on literature review of preceding research, we analyzed the fundamental success factors and their influences on e-Commerce growth process, and based on it, proposed an e-Commerce staged growth model. At first, this study describes about the questionnaire survey for visitors of the target e-Commerce site, which conducted to test and verify this proposed model. Then, statistical analysis methods used in this study and the results are described. Results indicate that the difference of purchasing behavior among customer segments can be explained by two fundamental factors; trust and value, whose building and establishing processes contain multiple stages respectively. Also, results of causal analysis by Structural Equation Modeling indicate that trust and value are mutually influential, which jointly determine the purchase behavior of EC customers.
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