This section provides a brief background to the B2C e-commerce research that attempt to support the evaluation of factors in B2C e-commerce using CSF method.
2.1. The Trend of the E-commerce
Around the world, the exploration of the e-commerce market has never stopped, and focus on the B2C e-commerce market is growing greater and greater in these 10 years. Many scholars are dedicated to finding all kinds of emerging characteristics of e-commerce market and users. Consumers' preference, efficient transportation infrastructure, and credit payment system have been regarded as the most important three factors in e-commerce market (J. Yu, 2006).
So experience marketing as a personalized consumer marketing emerged as the times required(An&Tian,2011).Data shows that compared with the standardized products and services, the personalized services and products are more helpful to the increase of products' added value and meet the users' needs better(Y.H. Yu & Wu, 2010).
Then, in the aspect of logistics, enterprises adopt outsourcing to conduct their logistic distribution. In order to choose the appropriate logistic provider, a detailed, in-depth logistic plan should be designed (J.J. Chen, Feng & Cai1, 2013). Jiang and Wang (2005) proposed that the design should be based on the size of logistic distribution centers and the characteristics of what the customers demand for business-to-customer (B2C) e-commerce companies. Besides, how to effectively manage return logistics, and achieve better customer satisfaction, is very important for every enterprises (Joffe, 2001).
Finally E-commerce trust has become the bottleneck of the development of e-commerce in China (Lu, Deng & Yu, 2006), proposing an e-commerce enabled model for secure electronic fund transfer, and discussing ways to mitigate challenges in building trust in B2C have been the vital task (Dey, Nabi & Anwer, 2009).