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

Abstract

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.