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Investigating the factors that affect consumer loyalty among online shoppers in China: A survey of T-mall
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
2014 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.

Place, publisher, year, edition, pages
2014.
Keyword [en]
consumer loyalty, shopping online
National Category
Business Administration
Identifiers
URN: urn:nbn:se:du-15055OAI: oai:DiVA.org:du-15055DiVA: diva2:740950
Available from: 2014-08-26 Created: 2014-08-26 Last updated: 2014-08-26Bibliographically approved

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
  • chicago-note-bibliography
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
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  • asciidoc
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