Aiming at better understanding the functioning mechanism of factors affecting consumers to adopt e-commerce, the paper adopted empirical methods such as questionnaire investigation, regression analysis, and cluster analysis, provided a quantitative analysis. Based on an analysis of the overall data, the degree of affecting on adopting motives was obtained. Consequently, firms can make effective decisions and formulate long-term strategies on e-commerce.
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He et al. (2011) studied this question.
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