A study of consumers' behavior in female intimate care on Chinese E-commerce platforms
Wang, Yang (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021121025079
https://urn.fi/URN:NBN:fi:amk-2021121025079
Tiivistelmä
The purpose of the study was to understand consumer behavior regarding female intimate care products on Chinese e-commerce platforms. The study aimed to discover the factors Chinese consumers consider important and affect their decision-making process while making the purchase. Most popular online shop-ping platforms and the reason for buying this product online were also the objectives of the study. The goal was to figure out the consumer preferences and at the same time to study whether different factors influence consumer behavior.
The theoretical part of the study discusses consumer behavior and e-commerce in China. Consumer be-havior theories review factors influenceing consumer behavior, consumer motivations, Maslow’s hierarchy of needs, consumer decision-making process and briefly about online consumer behavior. The topic e-commerce in China discusses Chinese e-commerce platforms, Chinese online consumers and segments of Chinese female online consumers.
Methodology chosen for the study is quantitative research. The research was conducted as an online questionnaire which was distributed among female consumers in China. The questionnaire was designed to answer the research questions and collect data about consumer behavior in female intimate care prod-ucts especially targeting the female consumer group.
The results of the research showed that cultural, social, personal, and psychological factors influence consumer behavior. The results indicated that quality, reputation of products, and suitability are the fac-tors that customers consider important and influence their decision-making process. In this survey, most common e-commerce platforms were Taobao, Tmall, and JD.com. The study revealed that the reason for purchasing female intimate care online was that it saved time and increased efficiency. The preference varies among different consumers.
The theoretical part of the study discusses consumer behavior and e-commerce in China. Consumer be-havior theories review factors influenceing consumer behavior, consumer motivations, Maslow’s hierarchy of needs, consumer decision-making process and briefly about online consumer behavior. The topic e-commerce in China discusses Chinese e-commerce platforms, Chinese online consumers and segments of Chinese female online consumers.
Methodology chosen for the study is quantitative research. The research was conducted as an online questionnaire which was distributed among female consumers in China. The questionnaire was designed to answer the research questions and collect data about consumer behavior in female intimate care prod-ucts especially targeting the female consumer group.
The results of the research showed that cultural, social, personal, and psychological factors influence consumer behavior. The results indicated that quality, reputation of products, and suitability are the fac-tors that customers consider important and influence their decision-making process. In this survey, most common e-commerce platforms were Taobao, Tmall, and JD.com. The study revealed that the reason for purchasing female intimate care online was that it saved time and increased efficiency. The preference varies among different consumers.