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Despite the growing body of literature on consumer behavior in electronic markets, previous research has focused on western customers and cultures rather than upon China, the world’s largest netizen community. In this paper we conduct structured in-depth interviews with 15 experienced buyers and sellers in China’s consumer-to-consumer electronic market. Based on the interview results, we characterize the special behavior of sellers and buyers in China, specifically focusing on the level of market maturity and economic status. We further analyze the economic foundation of their behavior and use the eBay and Taobao case to illustrate the importance of understanding the behavior.

CAUTIOUS AND SKEPTICAL SHOPPERS - Exploring Special Participant Behavior in China’s C2C Market