A LITERATURE REVIEW ON PLATFORM BUSINESS MODEL: THE IMPACT OF TECHNOLOGICAL PROCESSES ON PLATFORM BUSINESS

Abstract

With the uprising of China explosive expansion in the business to consumer electronic platform business, it is vital to understand what impact Chinese consumers to shop online. Enabling platform owners to adjust their electronic marketing strategy to successfully adapt to Chinese customers changing demands and lifestyles and improve their online purchasing experiences and satisfaction is critical for platform growth. This literary works aimed to address the origin of this pattern of offline to online business platforms. The literary works reviewed portrayed that technology has been an indispensable product the Chinese and the world cannot do without it, making an overwhelming acceptance of platform business and strategies. Studies indicate that the platform business and internet use for patronizing products and services become enormous in the early 1990s in China. In addressing the factors that greatly impact the technological process acceptance, individual differences could be considered when describing customers online purchasing intents in China. Provision for a deeper comprehension of end users advent of the internet as a shopping and transaction channel while also boosting an electronic platform retailers market targeting and segmentation efficacy. KEYWORDS: Platform Business, Electronic Business Platform, Technology, online shopping, China