Chinese Consumer's Perseption of B2C and C2C for E-Commerce Abstract Dissertation

Chinese Consumer's Perseption of B2C and C2C for E-Commerce Abstract - Dissertation Example The research uses both literature review and quantitative empirical research to arrive at the findings. A convenience sample of 55 customers is chosen from among the friends and acquaintances of the researcher and an online survey is employed. The results are tabulated and analysed using the literature review. It is found that customers prefer to use the C2C models over B2C models, even though they are ready to trust the B2C models more in terms of product quality, after sales service and customer care. The reason for conducting shopping using C2C sites is their low costs and larger variety of products availability. It is however expected that in the near future, due to the greater trustworthiness of the B2C sites, there may be a change in customer behaviour and shift in preference from C2C to B2C model. Table of Contents Chapter 1: Introduction 1.1 Research Background and Overview 1.2 Research Questions 1.3 Research Aims and Objectives 1.4 Research Methods 1.5 Research Significance 1.6 Outline of Dissertation Chapters 1.7 Summary Chapter 2: Literature Review 2.1 Introduction 2.2 B2C and C2C Models – An Overview 2.3 Overview of B2B and B2C online markets in China 2.4 Factors that impact online shopping consumer behavior 2.5 Factors that can impact on the effectiveness of an online shopping company 2.6 Comparison between Taobao and Amazon in China 2.7 Summary Chapter 3: Research Methodology 3.1 Introduction 3.2 Research Approach 3.3 Research Methods 3.4 Research Design 3.4.1 Sample Sample Unit Sample Size Sample Selection Method 3.4.2 Data Collection Instrument: Survey Questionnaire (Appendix A) 3.4.3 Data Analysis Method 3.5 Research Validity and Reliability 3.6 Ethical Considerations 3.7 Summary Chapter 4: Research Findings and Discussions 4.1 Introduction 4.2 Descriptive Statistics 4.3 Summary Chapter 5: Conclusions and Implications 5.1 Introduction 5.2 Summary of Research Findings 5.3 Research Implications 5.4 Research Limitations and Scope for Future Research List of Tables Table 1: Gender of the Participants Table 2: Age of the Participants Table 3: Personal Online Shopping Behaviour Table 4: Reasons for Not Shopping Online Table 5: Customers’ Preference of Online Shopping Model Table 6: Customer’s past usage of online shopping sites Table 7: Customers’ Perception of Trust of Different Models of Shopping Websites Table 8: Factors Impacting Perception of Customers Regarding Online Shopping Sites Table 8a: Important Factors that Impact Customer Perceptions Regarding Online Shopping Websites Table 9: Factors that Negatively Impact Customers’ Perceptions Table 9a: Factors that Create Customer Dissatisfaction with Online Shopping Sites Table 10: Comparison of B2C and C2C Sites on Factors that Impact Customers’ Perceptions Table 11: Customers’ Intentions to Recommend Online Shopping Sites List of Appendices Appendix A: Research Questionnaire Appendix B: Research Responses References Chinese Consumer’s perception of B2C and C2C for E-Commerce Chapter 1: Introduction 1.1 Research Background and Overview With the opening up of the Chinese economy and the liberalization reforms, there has also been an exponential growth in penetration of the mass media and communications technology across China (Eisingerich and Kretschmer, 2008). The modernization of the economy and the development of the Chinese cities in the recent past also brought about a change in the lifestyles of the people (Shi and Zhang, 2009). There is found to be a rapid growth in the