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摘要：代写留学生电子商务硕士论文-中国的网上购物之淘宝购物为研究，网络营销（On-line Marketing或E-Marketing）就是以国际互联网络为基础，利用数字化的信息和网络媒体的交互性来辅助营销目标实现的一种新型的市场营销方式。简单的说，网络营销就是以互联网为主要手段进行的，为达到一定营销目的的营销活动。本文以淘宝购物为例说明这个原理。

l Characteristics and Consumer demographics 18
2.3.3 Marketing Stimuli 20
2.3.4 Vendors’ Controlled Systems 24
2.4 Discovery of documents and comments 32
3 Research Design and Methods 34
3.1 Research design 35
3.1.1 Design of the Questionnaire 35
3.1.2 Hypotheses 36
3.2 Data Collection and Sampling Methods 38
3.3 Process and Methods of Data Analysis 42
3.4 Limitations 43
4 Results of the Empirical Analysis 45
4.1 Analysis of some survey questions 45
4.2 Analysis of the attitudes and the purchase intention 55
4.2.1 Results of the Consumers’ Attitude towards Shopping on Taobao.com 55
4.2.2 Results of Why Consumers Choose Shopping on Taobao.com 57
4.3 Reliability and Validity Analysis and Hypothesis Testing 59
4.3.1 Factor Analysis 59
4.3.2 Reliability and Validity Analysis 59
4.3.3 Hypothesis Testing 61
4.4 Demographic analysis 63
4.4.1 Results of Demographic analysis 63
4.4.2 Hypothesis Testing 64
5 Conclusion 66
5.1 Introductions 66
5.2 Discussion of the Results for Achieving the Proposed Aims and Objectives 66
5.3 Proposals to C2C E-commerce in China 68
5.4 Study of limitation and the Future Research 72
Bibliography 73
Appendix A. Survey Questionnaire 83
Appendix B. Logistic Regression Output from SPSS 88

LIST OF TABLES

Table 4- 1: Consumers’ attitude and behavior towards shopping on Taobao.com 56
Table 4- 2: Why consumers shop on Taobao.com (decision-making influence factors) 58
Table 4- 3: Reliability analysis of the decision-making influence factors 60
Table 4- 4: Linear regression analysis table 61
Table 4- 5: Results of Demographic analysis 63
Table 4- 6: Results of Demographic Analysis (ANOVA) 64

LIST OF FIGURES

Figure1- 1: Value of Transactions and Growth Rates in China Online Shopping Market 2
Figure 1-2: Value of Transactions in the Chinese Online B2C and C2C Market 3
Figure 1-3: C2C merchandise transaction value in China, 2008 (131.2 billion Yuan) 3
Figure 1-4: Average Online Buying Amounts per User per Year 4
Figure 1-5: The structure of the thesis 8
Figure 2- 1: Key Influencing Factors on Online Purchasing Decisions of Male Customers, 2008 10
Figure 2- 2: Key Influencing Factors on Online Purchasing Decisions of Female Customers, 2008 11
Figure 2- 3: Research Model of Consumers’ Satisfaction of Online Shopping 14
Figure 2- 4: Turban and King’s EC Consumer Behavior Model 15
Figure 4- 1: Purchase frequency of Taobao’s users 46
Figure 4- 2: The most frequently purchased goods 47
Figure 4- 3: The proportion of people who have bought a product and were faked 48
Figure 4- 4: The proportion of people who have ever used “WangWang” 48
Figure 4- 5 : The commonly used ways of payment when shopping on Taobao.com 49
Figure 4- 6 : The number of consumers who are familiar with the rule of Taobao.com 50
Figure 4- 7 : The answers of Q7 and Q8 about the comments sand credit system 51
Figure 4- 8 : The influence of services quality of Logistic provi本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。