Influence of E-commerce Innovation on Consumer Behavior in China. Case: Alibaba Group
Deng, Zhirong (2020)
Deng, Zhirong
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020111923369
https://urn.fi/URN:NBN:fi:amk-2020111923369
Tiivistelmä
With the continuous upgrading and transformation of science and technology, technological innovation, led by communication technology, directly or indirectly affects the change of Chinese consumer behavior. At present, China's consumption is dominated by e-commerce under big data applications. Therefore, this paper mainly studies how e-commerce platform companies influence the consumption behavior of Chinese consumers through the technology represented by big data analysis. The first chapter elaborates the core points of view and the main research issues. At the same time, the structure of the whole graduation thesis is displayed and analyzed, so that the logic of the whole thesis is clearer.
The theoretical part of the graduation thesis is divided into two parts: e-commerce and consumer behavior. Both are the biggest consumer point in China's consumer market. In addition to its basic introduction and extension information, the author also analyzes the use of big data in e-commerce platforms to participate in the intelligent guidance of consumer behavior. In the empirical research part, the author chooses Alibaba Group as the survey object to investigate and analyze its e-commerce platform company. In this paper, quantitative and qualitative analysis methods are used to improve the effectiveness and reliability of the survey results.
Finally, the author analyzes in detail how companies use big data analytic to guide and change consumer behavior and propose more targeted solutions.
The theoretical part of the graduation thesis is divided into two parts: e-commerce and consumer behavior. Both are the biggest consumer point in China's consumer market. In addition to its basic introduction and extension information, the author also analyzes the use of big data in e-commerce platforms to participate in the intelligent guidance of consumer behavior. In the empirical research part, the author chooses Alibaba Group as the survey object to investigate and analyze its e-commerce platform company. In this paper, quantitative and qualitative analysis methods are used to improve the effectiveness and reliability of the survey results.
Finally, the author analyzes in detail how companies use big data analytic to guide and change consumer behavior and propose more targeted solutions.