Author(s)

Qianqian Xu

Corresponding Author

Qianqian Xu

Abstract

After C2C e-commerce was introduced into China, it has not only opened up new shopping channels for online consumers in China, but also makes China’s e-commerce market developed rapidly. However, with the continuous development of the e-commerce industry, the C2C e-commerce model continues to weaken in the entire e-commerce market due to the lack of trade credit and the difficulty in guaranteeing product quality. In order to explore the causes of the above problems, 17 factors influencing the development of C2C e-commerce were identified based on literature research and expert interviews, and the three-level hierarchical structure of those factors influencing the development of C2C e-commerce model was built by using the Interpretive Structure Model (ISM). After that, the Analytic Hierarchy Process (AHP) was used to calculate the weight of each factor. Finally, it was concluded that product factors had a greater impact on the development of C2C e-commerce model, while website design and other factors had a smaller impact on the development of e-commerce, and corresponding suggestions were put forward according to the relationship and weight of each influencing factor.

Keywords

C2c e-commerce model, Ism, Ahp, E-commerce development