Consumer Behaviour in Online Shopping- A Study of China

Ruining Head: CONSUMER BEHAVIOUR IN ONLINE SHOPPING- A STUDY OF
CHINA
Consumer behavior in online shopping- A study of China

CONSUMER BEHAVIOUR IN ONLINE SHOPPING- A STUDY OF CHINA
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Table of Contents
Introduction................................................................................................................................1
Research title:.........................................................................................................................1
Aims and objectives...............................................................................................................1
Introduction to the research topic...........................................................................................1
Structure of Thesis..................................................................................................................1
Literature Review.......................................................................................................................2
Online consumer purchasing behavior...................................................................................2
Characteristics of the Chinese online shopping market.........................................................2
Research methodology...............................................................................................................3
Design.....................................................................................................................................4
Research participants..............................................................................................................4
Instrument...............................................................................................................................4
Procedure................................................................................................................................4
Conclusion..................................................................................................................................4
References..................................................................................................................................6

CONSUMER BEHAVIOUR IN ONLINE SHOPPING- A STUDY OF CHINA
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Introduction
Research title:
The title of this research addresses “role of online shopping in influencing the consumer
buying behavior in the context of Taoba, China”
Aims and objectives
The main purpose of this research is to address the role of online shopping in influencing
consumer buying behavior in the context of Taoba, China. There are creation objectives that
will be accomplished by the researcher to meet the aim of research:
 To comprehend the online shopping and consumer behavior
 To discover the role of online shopping in consumers buying behavior
 To recommend strategies for influencing consumer buying behavior
Introduction to the research topic
With the increasing technological changes, online shopping has received wide attention from
the whole society. The United States and various other developed countries are majorly
considered in e-commerce. China, with its fast growing e-commerce market, included in this
list of e-commerce markets. With an increasing number of online customers in China, e-
commerce merchants are getting various opportunities as well as challenges (Clemes, Gan
and Zhang, 2014). Competition between traders is increasingly violent as soon as individuals
and enterprises start doing the trading in the e-commerce market. Therefore, it becomes
essential for dealers to identify the opportunities and its competitors in online market.
After the development of various features on internet, there are differences in traditional
purchasing situations and online consumer. Thus, it is essential to research the behavior of
online consumers and various factors that influence them in the thesis. By taking the supplier
perspective from a C2C market, a merchant does not face the problem in network sale as well
as the cost of entry and exit is also low. In this way, C2C e-commerce market is said to be