This study examined factors having influence upon buying decision of electronic commerce. The findings were as follow:
Firstly, the asset characteristics, for instance, regions, physical assets, human resources, trademarks and time, etc, which had influence upon buying decision of electronic commerce, had significant influence upon transaction costs to have a certain degree of difficulties, for instance, no price negotiation, ordering and paying on Internet, delivery of the products and after sales service of the products, etc. Therefore, electronic commerce businesses were demanded to improve asset characteristics and to elevate efficiency of transaction costs.
Secondly, the uncertainty, for instance, uncertainty at buying process, different products comparing with expectation levels, no opportunity to watch and touch products by himself or herself, and no comparison and evaluation of product information, which had influence upon buying decision of local electronic commerce businesses, had significant influence upon transaction costs to have a certain degree of difficulties, for instance, no price negotiation, ordering and paying on Internet, delivery of the products and after sales service of the products, etc. Therefore, electronic commerce businesses were demanded to remove uncertainty and to elevate efficiency of transaction costs.
Lastly, electronic commerce businesses' asset characteristics of product buying considering some factors, for instance, specific website only, characteristics of website, and special opportunities and time, etc, had significant influence upon buying decision. Therefore, electronic commerce businesses that wanted to improve buying decision were demanded to improve asset characteristics.