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An extended Bass Model on consumer quantity of B2C commerce platforms

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Abstract

For B2C (Business to Customer) commerce platforms, quickly attracting enough consumers is an extremely important issue. However, existing studies mainly analyze whether consumers make online purchase and its influencing factors, but pay less attention to the changes in consumer size. Therefore, this paper aims to study the changing law of consumer quantity from the macro level, which may help E-commerce platforms reasonably predict it. Firstly, we point out the unique feature of the B2C commerce platforms compared with traditional products or technologies, namely indirect network externality. And we combine this feature and the factors that influence consumers and enterprises’ adoption of B2C commerce to build an extended Bass Model. Finally, we verify the validity of our model with the data of Chinese online shoppers. In addition, we put forward some suggestions on the future research of this extended Bass Model.

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Acknowledgements

We thank the National Nature Science Foundation of China (71703122, 71973106, 71531002), China Ministry of Education Social Sciences and Humanities Research Youth Fund Project (16YJC630102), National Key Research and Development Project (2019YFD1101103).

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Authors and Affiliations

  1. College of Economics and Management, Northwest A&F University, Yangling, 712100, China

    Xiaoyu Li, Jiahong Yuan & Junhu Ruan

  2. General Education Center, Tokai University, Kumamoto, 862-8652, Japan

    Yan Shi

  3. School of Economics and Management, Dalian University of Technology, Dalian, 116023, China

    Tianteng Wang & Xiangpei Hu

  4. Department of Industrial and Systems Engineering, The Hong Kong Polytechnic University, Hung Hom, Hong Kong

    Felix Tung Sun Chan

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All authors contributed to the study conception and design. Material preparation, data collection and analysis were performed by Xiaoyu Li, Jiahong Yuan, Yan Shi and Tianteng Wang. The first draft of the manuscript was written by Xiaoyu Li and all authors commented on previous versions of the manuscript. All authors read and approved the final manuscript.

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Correspondence to Junhu Ruan.

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Li, X., Yuan, J., Shi, Y. et al. An extended Bass Model on consumer quantity of B2C commerce platforms. Electron Commer Res 20, 609–628 (2020). https://doi.org/10.1007/s10660-020-09428-x

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