PDF Degree Programme in International Business 2015 Ke Zhao ...

Bachelor thesis Degree Programme in International Business Specialization in general management 2015

Ke Zhao

RESEARCH ON CONSUMER ONLINE PURCHASING DECISION AND ITS INFLUENCING FACTORS IN CHINA

?Take Taobao as Example

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BACHELOR?S THESIS | ABSTRACT TURKU UNIVERSITY OF APPLIED SCIENCES International Business| Gereral Management 2015| 47+5 Instructor: Gonzalez Alberto

Ke Zhao

ABSTRACT

E-commerce market has great potential, especially the aspect of online shopping, but before every moves of development, we must understand the key factors that restrict the activity of consumers shopping online. Only understand these impediments enable the online shopping to develop. The objective of thesis aims to investigate the decision-making process of online consumption and to evaluate how cultural, social, personal, and environmental factors could have impact on the customers' online shopping decision, specifically in China e-commerce market. The research designed on the perspectives of online consumers' characteristics and environmental stimulations. The respondents who have online shopping experiences on Taobao e-commerce market for questionnaire were selected from China. A 152 sample frame was chosen for participation, but only 30 respondents obtained within 17 days of releasing. Research questions were devised on the fundamental of four factors while items for each question were designed in terms of sub-factors from main aspects. Consequence verified the impact of factors on customer online shopping behavior and came up with two obstacles that negatively influence both customer online shopping desion and online retailers. Suggestions for further study can be conducted with the expansion of samply demand the diversification of samlpe background.

KEYWORDS: E-Commerce, Online Shopping, Decision Making Process, Taobao, Impact Factors

TURKU UNIVERSITY OF APPLIED SCIENCES THESIS | Ke Zhao

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CONTENTS

LIST OF ABBREVIATIONS................................................................................................... 5 1 INTRODUCTION ............................................................................................................ 6

1.1 Research Background ................................................................................................. 6 1.2 Motivation................................................................................................................. 7 1.3 Objective and research question.......................................................................... 8 1.4 Thesis structure....................................................................................................... 8 2. LITERATURE REVIEW ................................................................................................... 10 2.1 Online consumer purchasing behavior .............................................................. 10

2.1.1 Online shopping behavior............................................................................ 10 2.1.2 Constitution and characteristic of Chinese online shopping population11 2.1.3 Online shopping process ............................................................................. 12 2.2 Impact factors ........................................................................................................ 14 2.2.1 Culture factors ............................................................................................... 15 2.2.2 Social factors ................................................................................................. 17 2.2.3 Personal factors ............................................................................................ 19 2.2.4 Environment factors...................................................................................... 22 3 RESEARCH METHODOLOGY .................................................................................. 25 3.1 Research approach .............................................................................................. 25 3.2 Questionnaire design ........................................................................................... 27 3.3 Sampling and data collection .............................................................................. 28 3.4 Limitation ................................................................................................................ 29 4 DATA ANALYSIS AND SUGGESTION..................................................................... 30 4.1 Description of sample and analysis of feedback............................................ 30 4.1.1 Description of sample......................................................................................... 30 4.1.2 Correctness of impact factors ........................................................................... 31 4.2 Suggestions for Taobao online store in terms of obstacles ........................... 37 5 CONCLUSION .............................................................................................................. 40 5.1 Finding .................................................................................................................... 40

TURKU UNIVERSITY OF APPLIED SCIENCES THESIS | Ke Zhao

4 5.2 Suggestion for further research .......................................................................... 42 SOURCE MATERIAL ........................................................................................................... 44

APPENDICES

Appendix 1. Questionnaire Appendix 2. Unpresented pie chart of questionnaire feedback

FIGURES

Figure 1 the ratio of online shopper's population in different age group.........31 Figure 2 situation of online shopping experience ...........................................32 Figure 3 the list of frequently purchased products online ............................... 33 Figure 4 the list of frequently purchased products online ............................... 34 Figure 5 environment factors for online shopping .......................................... 34 Figure 6 the sense of after ?sale comments .................................................. 35 Figure 7 obstacles for buying decision ........................................................... 36

TURKU UNIVERSITY OF APPLIED SCIENCES THESIS | Ke Zhao

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LIST OF ABBREVIATIONS

EC C2C CNNIC CASS CBT SPSS

Electronic Commerce Customer to Customer China Internet Network Information Center Chinese Academy of Social Sciences China Business Times Statistic Package for Social Science

TURKU UNIVERSITY OF APPLIED SCIENCES THESIS | Ke Zhao

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