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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-ONLINE SHOPPING IN CHINA:A STUDY FROM TAOBAO.COM

论文作者:留学论文论文属性:硕士毕业论文 dissertation登出时间:2011-07-05编辑:anterran点击率:7684

论文字数:16511论文编号:org201107051431307858语种:中文论文 Chinese地区:英国价格:$ 44

关键词:代写留学生电子商务硕士论文网上购物淘宝购物网络营销ONLINE SHOPPING

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。

代写留学生电子商务硕士论文ONLINE SHOPPING IN CHINA:A STUDY FROM TAOBAO.COM

 

by
******

 A thesis submitted to the faculty of
******University
in partial fulfillment of the requirements for the degree of

Master of ******        

 

Department of   ******
******* University
****** 2010

 

                              ABSTRACT

 ONLINE SHOPPING IN CHINA:
A STUDY FROM TAOBAO.COM

*********
Department of   ************
Master of ******

Electronic commerce has become more and more significant in China. China’s C2C (Consumer to consumer) market is growing quickly since its connection to the International Internet. Nowadays, many young people are keen on shopping on Taobao.com. They like to viewing the diversified product online, choosing what they love to buy, talking to the seller online, negotiating the prices and getting the product they want. They enjoy this kind of shopping style; they think it is more convenient than shopping on street and the price is reasonable. However, the lack of attracting consumers to buy the second time has become a main obstacle in the growth of C2C market in China. Therefore, it’s necessary to find the factors which influenced the consumers’ attitude and behavior. And some effective steps need to be taken to promote consumers’ intentions/decisions to purchase in online C2C stores.
Firstly, this thesis will study the researches about factors affecting online purchase decisions, the taxonomy of consumer online shopping attitudes and behavior and then used Turban and King’s EC Consumer Behavior Model and learned many literatures which researched about the factors of this model.Secondly, a questionnaire survey of about 450 consumers has been executed to investigate the online shopping status on Taobao.com in China. Thirdly, it will employ empirical analysis methods and tools to pick out the factors that have influenced customers’ shopping attitudes or behaviors most obviously. Fourthly, it will examine the factors in the Turban and King’s framework to find out the reason why Taobao.com are successful in abstracting more and more consumers to make purchasing intentions/decisions in the Chinese context. Finally, this thesis recommends some applicable suggestions for vendors and gives some strategy recommendations for improving the sellers’ effectiveness in C2C transactions.

 

ACKNOWLEDGMENTS

 

 

 
TABLE OF CONTENTS
LIST OF TABLES vi
LIST OF FIGURES vii
1 Introduction 1
1.1 Background of the Study 1
1.2 Organization Background 5
1.3 Statement of the Problem 6
1.3.1 Research Question 6
1.3.2 Proposed Aims and Objectives 7
1.3.3 Structure of the Dissertation 8
2 Literature Review 9
2.1 Factors Affecting Online Purchase Decisions 10
2.2 A Taxonomy of Consumers’ Online Shopping Decision-making and Attitudes/Behavior 12
2.3 Researches about Four Dimensions of Consumer Behavior Model 16
2.3.1 Environmental Characteristics for Online Shopping in China 16
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