Customer behaviour in e-commerce in China : Case: Taobao

Abstract

As nowadays communication bandwidths rise with the increase of broadband connections in China, and as customer terminals becomes 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. Therefore, it is very necessary to analyze the influence of customer behaviour in the process of e-commerce in China. The objective of this thesis is to find out the elements which will influence customer behaviour in e-commerce in China, and how to use network marketing to attract customers and to expand the network to achieve market share and increase profit purposes.

The company, which the thesis is concentrated on, is a company involved in online e-commerce in China. The purpose of the study is to collect the primary data about customer behaviour in e-commerce through an in-depth interview. Furthermore, a questionnaire was chosen for case analysis in the thesis.

As a result of the study, the company still has a long way to improve itself in e-commerce in the future. In addition, the marketing strategies provided for the company are also proposed in the thesis. The analysis of the result is based on the theoretical part from the company's point of view.