The Factors Affecting The Adoption Taobao E-Commerce on Rural Product: A Case Study of Zhejiang, China
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Abstract
Launched in 2003 by Alibaba Group, Taobao emerged as a dominant player in the Chinese e-commerce landscape. Initially established as a consumer-to-consumer (C2C) marketplace to rival eBay's presence in China, Taobao differentiated itself by catering specifically to the Chinese market with localized features and services. The platform facilitated a diverse range of transactions, including C2C, business-to-consumer (B2C), and consumer-to-business (C2B) interactions. Taobao offered a comprehensive suite of services, including detailed product listings, communication tools, a secure payment system (Alipay), integrated logistics networks, and marketing tools for sellers. Its impact on the Chinese economy was substantial, empowering small businesses, increasing consumer choice, stimulating economic growth (Zhao, 2014), and enhancing consumer convenience. The research aimed to identify and analyze the key factors that contributed to the successful development or adoption of rural e-commerce. The sample consisted of online vendors at Taobao Villages in the coastal province of Zhejiang. The sample size was calculated using W.G. Cochran’s formula (for unknown population size) with 95% confidence and 5% tolerance, resulting in a sample of 384 people. The research utilized a quantitative research method approach, including a questionnaire with a reliability greater than 0.7. The statistical analysis included KMO and Bartlett tests, averages, percentages, means, standard deviations, and a structural equation model. The research findings revealed that the key factors that contributed to the successful development or adoption of rural e-commerce were relative advantage (β=0.398), compatibility (β=0.215), technological readiness (β=0.348), perceived complexity (β=-0.382), organizational readiness (β=0.286), organizational size (β=0.203), organizational capacity (β=0.410), monetary resources (β=0.312), competitive pressure (β=0.223), regulatory support (β=0.287), and market pressure (β=0.389).
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References
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