The Effect of Taobao Platform on College Students’ Purchase Intention

Wang Yu (), Tatchapong Sattabut () and Nusanee Meekaewkunchorn ()
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Wang Yu: BansomdejChaopraya Rajabhat University
Tatchapong Sattabut: BansomdejChaopraya Rajabhat University
Nusanee Meekaewkunchorn: BansomdejChaopraya Rajabhat University

A chapter in Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023), 2024, pp 526-532 from Springer

Abstract: 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.

Keywords: Taobao platform; purchase intention; network promotion; perceived risk; online word-of-mouth; service quality (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-368-9_62

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