An extended Bass Model on consumer quantity of B2C commerce platforms

Xiaoyu Li, Jiahong YUAN, Yan Shi, Tianteng Wang, Xiangpei Hu, Tung Sun Chan, J.H Ruan

Research output: Journal article publicationJournal articleAcademic researchpeer-review

4 Citations (Scopus)


For B2C (Business to Customer) commerce platforms, quickly attracting enough consumers is an extremely important issue. However, existing studies mainly analyze whether consumers make online purchase and its influencing factors, but pay less attention to the changes in consumer size. Therefore, this paper aims to study the changing law of consumer quantity from the macro level, which may help E-commerce platforms reasonably predict it. Firstly, we point out the unique feature of the B2C commerce platforms compared with traditional products or technologies, namely indirect network externality. And we combine this feature and the factors that influence consumers and enterprises’ adoption of B2C commerce to build an extended Bass Model. Finally, we verify the validity of our model with the data of Chinese online shoppers. In addition, we put forward some suggestions on the future research of this extended Bass Model.
Original languageEnglish
Pages (from-to)609-628
Number of pages20
JournalElectronic Commerce Research
Issue number3
Publication statusPublished - Sept 2020


  • B2C commerce
  • Bass model
  • Dynamic analysis
  • Technology diffusion


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