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Customers' Trust and Purchase Intention towards Taobao's Alipay (China online marketplace)

By Wong Tak Yan, Isabella 08032084 & Yeung Yuen Ha, Rabeea 08037728

An Honours Degree Project Submitted to the School of Business in Partial Fulfilment of Graduation Requirement for the Degree program of Bachelor of Business Administration (Honours) in the academic year of 2010 to 2011.

Hong Kong Baptist University April 2011

Table of Contents
Acknowledgement ......................................................................................................... 3 1.Project structure .......................................................................................................... 4 2.Objectives ................................................................................................................... 4 3.Taobao and Alipay ...................................................................................................... 6 4.Literary review ............................................................................................................ 8 5.Research model and Statement of Hypothesis .......................................................... 12 6.Research Methodology/ Procedure ........................................................................... 16 7. Date Analysis ........................................................................................................... 20 8.Discussion and Implication ....................................................................................... 29 9.Conclusion ................................................................................................................ 33 10.Recommendations ................................................................................................... 33 11. Appendix ................................................................................................................ 36 12.References ............................................................................................................... 42

Acknowledgement
First off, let us grasp this very first part to express our sincere gratitude to our supervisor, Dr. Tracy Zhang – without whom we could not have completed such piece of honour project. We are truthfully thankful to have her always giving us continuous support and guide to come this far. She has been the kindest and most patient professor, teaching us from the very beginning till the very end of this project with her profound knowledge in Business Marketing. Once again, let us both thank you – your hardwork would not go unnoticed to us. May you have a very nice teaching journey in all the years to come with many more students benefiting! Very importantly, we also like to thank for all the respondents, especially those living far in the Mainland China ------- Nanjin and Guangzhou. Thank you very much for giving your helping hands to our project unconditionally. With respect to China such an ever-changing big land, without your help we could not have collected all the valuable data which, in turn, reflect very much the first-hand, real and current China situation. With all our hearts, let us thank our precious families for putting up with us turning on the computers in the middle of the nights, typing loudly on the keyboards and making too much noise for you all to fall sound asleep. Thank you very much for all the heart-wrenching support, love and care during our bumpy road to have this

finished. It has always been the best blessing from god to have you all.

1.Project structure
Background information of Taobao and Alipay will first be introduced. A comprehensive literary review will be clarifying the fundamental grounds of this project and incorporating the previously published useful ideas to build up further knowledge development. Research Design and methodology will include explanation of the model and hypothesis, being back up by data analysis, with the intention to...
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