Main Factors Affecting the Performance of the B2C e-commerce Companies in Retail Market in China

As the development of the internet, there are increasingly online shoppers in the world engaging in e-commerce activities. As the biggest developing country, China has the highest online population growth rates in terms of online shopping. For companies to take full advantage of the potential offered by the Web, it is essential that their electronic commerce (e-commerce) websites be prepared and organized in highly usable manner. This paper is an attempt to investigate the main factors affecting the performance of the top 10 B2C ecommerce companied in retail market in China. GRA (Grey Relational Analysis) and Fisher’s exact test is applied to identify the main affecting factors of online performance of the selected e-commerce companied. The results could be the guideline for the e-commerce companies in terms of improving their online popularity. The managerial implications and suggestions for future research are also discussed.