MSc INTERNATIONAL BUSINESS
This research is the final dissertation for MSc International Business at the University of Nottingham, during the summer term of 2006.
Firstly, I would like to thank Vicky Story for her invaluable support, guidance and availability throughout the course of this project.
In addition, I would like to thank all the participants for sparing the time to take part in the questionnaire.
Finally, I would like to express my love and appreciation to my parents, Juxiu Zheng and Yangfang Wang, and also my fiancée Wei Jiang for their supports in the past few years.
The main goal of the paper is to obtain quantitative evidence describing the actuality of internet shopping in the case of the UK and China in order to explain the development of internet shopping and its impact on consumer behaviour. The paper builds on the relevant literature and at the same time examines consumer behaviour by questionnaires. Furthermore, the future development of internet shopping will be measured, and a deep comparison of consumer behaviour between these two countries is also analysed. To reach those objectives a co-integration analysis and quantitative research methods are used to identify all aspect of the internet shopping and impact on consumer behaviour. The data results obtained revealed in the paper support the research questions that including recent trends and various issues of in internet shopping, and principal factors for consumer behaviour.
The paper, therefore, provides information for analysing these research questions to conclude the status of internet shopping and its impact of consumer behaviour among UK and China consumers. More specifically, the empirical results suggest how the Ecommerce company make marketing strategies according the research data and analysing results.
Keywords: Internet shopping, Consumer behaviour, E-commerce, Consumer purchase decision making process.
TABLE OF CONTENTS
Internet Shopping Development
Background of Book Industry
1.3.1 Internet Shopping in the Book Industry
1.3.2 Difference between Online/Offline Bookstores
Aims and Objectives
The Framework of Study
Traditional Shopping Behaviour
2.2.1 Nature of Internet Shopping
2.2.2 E-commerce Website
2.2.3 Online Security, Privacy, Trust and Trustworthiness
Online Consumer Behaviours
2.3.2 Shopping Motivation
2.3.3 Decision Making Process
Participants & Apparatus
Results Analysis and Discussion
Detailed Analysis of Results
TABLES AND FIGURES
Table 1. Comparison of Qualitative and Quantitative Research Methods. Table 2. Which features do you value when visiting an e-commerce website? Table 3. Do you think the following need to be improved for e-commerce websites?
Figure 1. An Integrative Model of Consumer Trust in Internet Shopping. Figure 2. Research Model of Consumers’ Online Shopping Attitudes and Behaviours Figure 3. The consumer decision making process and its five stages. Figure 4. Results from UIE.
Figure 5 & 6 – How many years experience of using Internet? Figure 7 & 8 – How often do you use the Internet for the following purpose?...