The purpose of this study is to find out which aspects of consumer loyalty factors derived
from the existing literature are regarded as important by loyal Chinese online consumers, by
using T-mall’s consumers as an example. In doing so, this thesis intends to generate a better
understanding of consumer loyalty with regard to online shopping in the Chinese market.
This research is a qualitative study that was conducted using a survey. The data that formed
the basis of our analysis were gathered from responses to a questionnaire which was designed
according to the theoretical framework. The questionnaires were posted on the Chinese
website BaiduPostbar.
Based on the results of our analysis, the most important aspects according to the loyal
Chinese online consumers are “low prices”, “accuracy of the product’s description”,
“consumer-written reviews”, “proper delivery” and the possibility to use a “third-party
payment system”. The possibility to chat online with representatives from the retailer is
regarded as the least important aspect affecting consumer loyalty of Chinese online shoppers.
2014.