Abstract

The purpose of this study is to investigate the mechanisms of big data on consumer behavior on the models of C2C e-commerce. From the beginning of the following five aspects: recommendation system, information search, reputation system, virtual experience and security system, the paper discusses some factors that affect buying intention in C2C e-commerce under big data. It fully considers the characteristics of big data, and then constructs the behavioral decision-making model of C2C e-commerce consumers, especially the factors of perceived usefulness, perceived risk and trust are integrated into the model of this research. We conduct the survey method and collect 245 valid questionnaires on consumers in each area in Shanghai and online using the quota sampling method. The empirical data show that it has six hypotheses being rejected, and others are supported in 20 hypotheses. According to the results, the paper also discusses why these hypotheses are not supported and give some marketing countermeasures in order to help the e-commerce enterprises better respond to the challenges of big data.

Key words: Big data, C2C e-commerce, behavioral decision-making model, mechanisms, countermeasures.