CUSTOMER’S BEHAVIOUR IN E-COMMERCE IN CHINA
Case: taobao

Thesis

Xinxing Hong Yanlong Chen

Degree Programme in International Business International Marketing Management

SAVONIA UNIVERSITY OF APPLIED SCIENCES Business and Administration, Varkaus
Degree Programme, option

Bachelor of Business Administration, International Business, International Marketing Management
Author(s)

Hong Xinxing & Chen Yanlong
Title of study

CUSTOMER’S BEHAVIOUR IN E-COMMERCE IN CHINA
Type of project Date Pages

Thesis
Supervisor(s) of study

15th Nov. 2010

59 + 16
Executive organisation

Virpi Oksanen, Tuula Linnas
Abstract

As nowadays communication bandwidths rise with the increase of broadband connections in China, and as
The research method used in the thesis includes both quantitative and qualitative research. Quantitative research may include the customer behavior and psychology analysis, and the elements that affect customer‟s purchasing decision. For the qualitative research secondary data that was collected by the internet will be used and the approach of contacting with the seller to get some useful data in order to improve the research. The target group chosen is teenagers who are using TaoBao.

6 2 E-COMMERCE

Till now, e-commerce has been taken for granted. People prefer e-commerce for its convenience and predicted revenue. As nowadays communication bandwidths rise with the increase of broadband connections, and as customer terminals become more powerful, sophisticated, easier to use, affordable and portable, there is no doubt that e-commerce will lead to an enormous change in people‟s daily life. E-commerce is changing the shape of competition, the dynamics of the customer relationship, the speed of fulfillment, and the nature of leadership. To compete effectively in the e-commerce world, a company must structurally transform its internal foundation. This structural change requires a company to develop an innovative e-commerce strategy, focusing on speed to market and