Business-to-consumer electronic commerce in Japan

The purpose of the project was to examine the current situation of B2C e-commerce in Japan, consumers\u27 online purchasing behavior, and attributes affecting online purchases. Since many companies are interested in starting or have started B2C e-commerce businesses, this study would aid companies in developing marketing strategies that would grow their businesses and build loyalty among consumers

Business-To-Consumer E-Commerce In Japan: Implications For Marketers

The purpose of this study was to determine Japanese consumers’ B2C e-commerce purchases, their attitudes toward e-commerce, and the attributes that affect their Internet patronage among Japanese e-commerce businesses. Findings from a survey among 112 Japanese respondents indicated that most had made online purchases in the past and intended to use e-commerce in the future. Respondents reported that convenience was the primary advantage of e-commerce, while security issues were the major disadvantages and affected Internet patronage among Japanese e-commerce businesses.  Implications suggested that Japanese companies should improve convenience and security factors to attract consumers and increase their sales via e-commerce