Varying California, Irvine. This researcher is a final paper




 Varying Definitions of Online Platform and

Their effects on customers’
behaviors Research

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Meichen Qian

University of California, Irvine

HWID# 361










Author note

Qian is now at Department of Social Science, University of California, Irvine.

researcher is a final paper for the Social Science 3A courses.

[email protected]


This paper explores five published articles that report on
results from research conducted on online platform and the changes they made to
the customers’ behaviors. The articles, however, vary in the online platform
and physical retail stores. Clemes, M. D., Gan, C., & Zhang, J. (2014)
suggest that Beijing, China has significant increasing users in B2C online
shopping. Other articles comprise different product types and the acceptance of
online shopping. Lian, J. W., & Lin, T. M. (2008) Research in relation to
three other research articles to suggest that the e-grocery will be a new
tendency. De Kervenoael, R., Soopramanien, D., Elms, J., & Hallsworth, A.
(2006).  And people in different areas
have different information collection and odrer placement. Ming-Sung Cheng, J.,
Shih-Tse Wang, E., Ying-Chao Lin, J., & Vivek, S. D. (2009).

Keywords: consumer characteristics,
online shopping,  retailing platform












 Varying Definitions of Online Platform and

Their effects on customers’
behaviors Research

Numerous research papers about why
more and more people prefer to shopping online, developing a model for determining
online shopping attitudes and tested it in the context of different products or
services (2018).  According to PC Magazine Encyclopedia, the
definition of online platform is that an online marketplace that places one
party in touch with another. I prepare to make a self-administered
questionnaire gathering information from 50 responders in UCI. And then I will
conduct the main reasons why students prefer to shop online, and what
identified the consumer’s’ choice to shop or not shop. According to the google
trend, the internet is not only a global communication but also an innovation
tool for marketing goods and services. Almost all merchants are already or
trying to have their own website to sell their products or services. However,
many stores have not clear how they institute the amount of their sales through
the online cubes. In my research paper, I focus on to what extend the online
platform compete with the retail shopping. There are theoretical research model
and practical cases to identify the determine factores of cumers behaviors.
Then analyzing how can the side of sell compete the physical stores, and how to
occupied the market shares in a short time. Therefore, I will from the possible
factors, perceived risk, consumer resources, service quality, subjective norms,
product variety, convenience and website factors are the main possible factors,
to figure out to what degree they affect consumers’ adoption of online


In Clemes et al.’s (2014) article
covering the empirical analysis of online shopping adoption in Beijing. “At the
end of 2010, Internet users in China reached 420 million. the investing in B2C
online shopping is not widely practiced and organised. There is a questionnaire
gathering information from 435 respondents in Beijing, China (Clemes et al.,

According to this questionnaire,
there are ten more times generate indicators for interaction terms.
“Self-Identity (?¼.236, po.001) had significant positive influences on Purchase
Intentions, whereas Perceived Deterrents (?¼ .261, po.001) significantly and
negatively predicted Purchase Intentions “(Clemes et al., 2014). It
suggests  that gender, family income and
areas of residence can predict purchase intentions of microcredit.
Therefore,  I agree the opinion that
Chinese online shopping is not widely practiced and organised. However, the
consumers from people in Beijing are different with the customers in the whole

Lian et al. (2008) studies the
relationships between the types of products and acceptance of online shopping.
He compares the characteristics of customers to conduct that the determinants
of user acceptance of online shopping differ according to product or service
type, namely consumer characteristics, personal perceived values, website
design and the product itself. There is a conventional marketing research which
used level of information asymmetry to divide products into three types, search
goods, experience good and credence goods (Nelson, 1970, 1974). Based on the
special characteristics of the Internet, they proposed a specially designed
classification system for online products and services (Lian et al., 2008). I
agree with the opinion that online shopping differ from different product and

Similarly, De Kervenoael et at
(2006) explored the value through integrated service solutions: “supermarkets
have been able to exploit the power of their brand through the
successful introduction of non-food lines, which are particularly adapted to
the internet
channel (De Kervenoael et at., 2006)”. Grocery shopping is expected to be a
non-trivial financial item to most families, since about fifteen to twenty
percent of income for most households is regularly spent on this activity (Food
Marketing Institute, 1994; Marketing Guild and Fact Book, 1996). The author
believes in order to survive in this highly competitive environment, grocery
stores have to be constantly compare themselves to their rivals in order to
find the comparative advantages and disadvantages in the battle for market
share (De Kervenoael et at., 2006)

In addition to the types of products
and services, Jiang, L., Yang, Z., & Jun, M. (2013) Measured consumer
perceptions of online shopping convenience. Copeland (1923) and other
researchers (Bucklin, 1963) have used the convenience construct within the
domain of the “convenience” classification of products, which relates to low
risk or low involvement in purchasing (Brown, 1989). These were conducted in a
relaxing and pleasant atmosphere.The textual results of the focus group
interviews were content analyzed by a trained research assistant and the
authors of this study (Jiang, L., Yang, Z., & Jun, M., 2013). Furthermore,
Berry et al. (2002) and Seiders et al. (2007) have extensively reviewed the
literature on consumer convenience in a service economy and define “service
convenience” as consumers’ time and effort perceptions related to buying or
using a service.

The retailers who have physical or
online business or who intend to have their business online will need my
research paper. I assume they will know what the advantages of online platform,
and what should they sell to compete the physical stores.I will play a role like
professor who explain the my proposal and describe in detail why it’s
important. Approach writing this section with the thought that my readers will
know as much about the research problem as I do. I must choose what is relevant
to help explain the goals for my study.


In 2008, Lian et al. use evidence
from his research to classify products and services. And it is agreed with
other data examining the relationships between product types and customers’
behavior. Also In 2009, Ming-Sung Cheng et al. compared the customers in Taiwan
and in Mainland China to conduct that that perceived value (comprising
functional, social, emotional and epistemic values) has on Taiwanese customer
intention to conduct the two distribution channel functions. However, there are
several discrepancies which may be a few possible theoretical explanations.

of these studies

            The discrepancies identified may
result from a number of limitations found in the researches by Lian et al. and
Ming-Sung Cheng et al. These shortages can result from demographic factors,
technological constraints, or issues of modality. All of these limitations will
be explained in the further analysis below.

The method to test the variances. First, Lian et al.’ s research
paper only look the data for magazines and news to compare the sales for books.
There are more categories of books besides magazines and news which are
typically timeliness.

Failed to control the variances.  In Ming-Sung Cheng et al.’s paper, He showed
the variances from information collection and order placement and conducting
they are all caused by the perceived value. I think it is not strict conduction
because there are many differences between customers in different areas. For
example, additional to the perceived value, the main determination in holidays’
shopping is varying by cultures. The author ignores this part which makes the
finding loss the value.
            No tips for improvement.  In
all five research papers, they provide the key causes for the changes of
customers’ behaviors with the development of online shopping. Although all of
them give me inspirations on how to analyze whether customers shop or not shop,
they don’t give tips for these online platforms to help them improve their



Conclusion and Further Study

The online platform leads the new
tendency of shopping where increasing people prefer to shop online from the
daily retails to the specific items. In order to research the online platform,
such as Amazon, eBay and Alibaba, which is competing with physical stores. It
is necessary to pay particular attention to how they compete with physical
stores and why more and more people prefer shopping online. I studied the
papers about the online platform and retail shopping because I want to find out
to what extent the online platform changes the customer in past decades. In
order to help my reader understand how the customers’ behavior changed because
of the new technology and how can we get with it. 







Clemes, M. D., Gan, C., & Zhang, J. (2014). An empirical
analysis of online shopping adoption in Beijing, China. Journal of Retailing and Consumer Services, 21(3), 364-375.


Lian, J. W., & Lin, T. M. (2008). Effects of consumer
characteristics on their acceptance of online
shopping: Comparisons among different product types. Computers in Human
Behavior, 24(1), 48-65

De Kervenoael, R., Soopramanien, D., Elms, J., &
Hallsworth, A. (2006). Exploring value through integrated service solutions:
The case of e-grocery shopping. Managing Service Quality: An International Journal, 16(2), 185-202.

Ming-Sung Cheng, J., Shih-Tse Wang, E., Ying-Chao Lin, J.,
& Vivek, S. D. (2009). Why do customers utilize the internet as a retailing
platform? A view from consumer perceived value. Asia Pacific Journal of Marketing and Logistics, 21(1), 144-160.


Jiang, L., Yang, Z., & Jun, M. (2013). Measuring
consumer perceptions of online shopping convenience. Journal of Service Management, 24(2), 191-214.