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Study on E-commerce development scale measuring methods based on sample survey

Dachuan Zheng, Lei Huang, Zhongyan Lin

In recent years, China’s e-commerce trading volume has witnessed fast growth. In 2013, the transaction turnover on China’s online retail market was RMB 185 million and surpassed U.S. to become the world’s biggest e-commerce power. How to measure the development scale of e-commerce has become an important research field in the current industry. While analyzing China’s e-commerce statistics status quo, the paper explored the measuring methods for the e-commerce development scale based on a sample survey, adopted some statistical modeling methods such as simple estimation method, ratio estimation method, index method and regression model method, conducted repeated tests and studies on the measuring methods of e-commerce scale of the entire society, and provided thoughts on designing a reasonable measuring methods system for e-commerce development scale.