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Factors of consuming perception on Chinese e-commerce: A quantitative study of Swedish consuming perception research on Alibaba
University West, Department of Economics and IT, Division of Business Administration.
2016 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

With prosperous development of internet and e-commerce, tremendous people engage the interactive activities in internet. Whereas the occurrence of obstacle and barriers could arise in consumer’s underlying concept and cognition to prevent them from entering e-commerce world. The purpose of this dissertation is to discuss the factors that impact people’s perception at online shopping and try to provide some inspiration for retailers to observe the consumer perception and conduct corresponding action.

Combining with consumer perception and TAM model, a research of Swedish consumer perception toward Chinese e-commerce could be conducted in quantitative method whose data is collected by questionnaire. Totally, 40 Swedish engaged and 32 of them are valid which extracted from 35 received questionnaires. In the process of data analysis, questionnaire has been conducted from Swedish and carried out One-way ANOVA and path analysis through SPSS and AMOS software.

The conclusion could be triggered by as following: age and related internet experience factors significantly impact consumer’s perception and attitude of online shopping; additionally, the attitude of consumer’s perception factor impacted significantly by perceived usefulness, perceived ease of use, perceived risk and website characteristic. According to the conclusions above, some suggestions towards the retailer and Alibaba could be mediated.

Place, publisher, year, edition, pages
2016. , 80 p.
Keyword [en]
E-commerce, Consuming perception, TAM model
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hv:diva-10629Local ID: EXD951OAI: oai:DiVA.org:hv-10629DiVA: diva2:1068730
Subject / course
Business administration
Educational program
Ekonomprogrammet
Supervisors
Examiners
Available from: 2017-01-26 Created: 2017-01-26Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf