Shouming Chen

Examining Consumers’ Willingness to Buy in Chinese Online Market

This paper aims to examine consumers’ willingness to buy from an e-commerce vendor in Chinese online market by using empirical modeling. Initially, we hypothesize that six factors influence consumers’ willingness to buy significantly. Then we develop 5 structural equation models (SEM) integrated these factors to test our hypotheses with the data from Chinese online market. The results suggest that perceived reputation and perceived risk are significantly associated with the level of consumers’ willingness to buy, while perceived size, perceived system assurance, and perceived privacy information protection are insignificant related with the level of consumers’ willingness to buy. In addition, perceived system assurance mediates the relationship between ease of use and willingness to buy.

A Fuzzy AHP Approach for Evaluating Customer Value of B2C Companies

With the development of electronic information technique, electronic ecommerce grows rapidly, including B2C electronic commerce company. The evaluation of customer value in B2C electronic commerce company is a multiple-criteria decision making (MCDM) problem with many quantitative and qualitative attributes. This paper proposes fuzzy analytical hierarchy process (FAHP) approach to evaluate customer value in B2C electronic commerce company. In addition, a case study is presented to demonstrate how the approach can help in solving such problems in practice.

Emerging differently: an examination of entrepreneurial optimism in emerging economies

This paper examines how entrepreneurial optimism and performance are related in two emerging economies, Laos and Kenya, by exploring the relationship between optimism and performance. The moderating effects of education and motive (opportunity vs. necessity) on the stated relationship are tested. By analysing a sample of 380 entrepreneurs in the two countries, we found that, unlike in Western countries where optimism generally leads to negative outcomes, optimistic entrepreneurs in emerging economies tend to perform better. Our results also suggest that when optimism is held constant, entrepreneurs motivated by opportunity outperform those who are motivated by necessity. However, education appears to have negative effect on entrepreneurial performance. Additionally, the above effects were found to be stronger for entrepreneurs from Laos than those from Kenya, which could be attributed to different religious beliefs. Findings, implications and limitations are discussed.

Evaluating Customer Value of B2C Companies by Using FAHP

Along with the development of electronic information technology, electronic ecommerce grows rapidly. The evaluation of customer value of B2C electronic commerce companies is a multiple-criteria decision making (MCDM) problem with many quantitative and qualitative attributes. This paper proposes a fuzzy analytical hierarchy process (FAHP) approach to evaluate the customer value of B2C electronic commerce companies. In addition, a case study is presented to demonstrate how the approach can help in solving such problems in practice.