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论消费者网购动机以及网站购物发展趋势研究

时间:2015-07-07 11:06来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien

上个世纪末,网上购物已经开始吸引人们的注意力,并慢慢地吸引消费者将他作为一个重要购买途径,主要因为它是易于完成购买的,不需要走出家门就可以获取到自己所需要的东西,但是在线渠道购物千差万别,不同的国家有不同的购物模式,互联网水平的高低直接影响一个国家的网购体验。本文就重点分析了网购的特点和发展趋势,并对网购的发展现状和不同国家的差异进行了分析。
 

CHAPTER 1
 

1 INTRODUCTION
 

At the end of the last century, online shopping was already starting to catch people's attention, and was slowly attracting consumers to use it as a channel, primarily because of it's ease in completing purchases (i.e. not needing to step out of the home) and also in providing information as, even then, some sites already provided extensive information (Gay 1999, Gehrt et al 2007). But we are well into the first decade of the 21st century, and since then times have changed and certainly, consumers' motivations, as evidenced in this literature review and the results of the research project, have changed.
 

The use of the online channel for shopping varies greatly by country with the UK and the US ranking high up in the list with greatest ratio of online shoppers among Internet users, in addition to also having a large penetration of users for Internet access (Bhatti 2006). In the UK, Internet access among households has increased from 34% in 2000 to 54% in 2004, while Internet access for adults increased from 40% in 2000 to 64% in 2005 (Datamonitor 2006).
 

1.1 Research aims and objectives
 

The project had two key questions to focus on and this acted as a guide to the research design and methodology. The two key research questions in my project were:
 

* What are the key consumer motivations for online shopping and how are these impacting the development of the online channel? This question focused on the key drivers acting as impetus for consumers to pursue online shopping, and how these drivers were impacting the online channel as an alternative channel for making purchases.
 

* What are the emerging trends for online shopping, and how will the online shopping channel develop? As online shopping continues to increase, both organisations and consumers are expected to be better-placed with having a good understanding of where online shopping trends seem to be directed at.
 

1.2 Consumer motivations
 

The project sought to understand the consumer motivations for choosing online shopping as an alternative channel or, for some consumers, their main channel for shopping particular items. This part of the project was based on determining what consumers have stated as their key motivation factors through secondary research. This was supported by primary research by surveying and interviewing consumers on their motivational factors. The objective was to list out the key motivational factors consumers have for online shopping.

1.3 Emerging trends for online shopping
 

In addition to understanding consumer motivation, this project also sought, as an objective, to understand the emerging trends in online shopping, and establish a viewpoint on where the online channel was expected to move to. Similar for consumer motivations, this part of the project was based on a combination of primary and secondary research.
 

1.4 Rationale for research project
 

There was a strong rationale for pursuing this project as it aimed to provide a greater understanding of the consumer and the motivations behind online shopping. As the importance of the online channel becomes increasingly greater for organisations, there is greater need for determining the consumers' key drivers in choosing this as an alternative channel for shopping. The project results impact both consumers and organisations. For consumers, this gave them a venue for stating their preferences and key requirements to continue using the online channel which could lead to improvements on the online shopping experience. For organisations, this project provided an understanding of the current situation and also the emerging trends based on competitive dynamics, in order to be able to provide the consumers their requirements.
 

This project was also important for me as the student as it gave me an opportunity to develop the knowledge and pursue the analysis of a critical management issue which was becoming a greater value add channel for a large number of organisations. The project, I believe, has led to new insights and a confirmation of consumers' key motivations to online shopping. I believe this contributes to the growing knowledge on the online shopping experience of consumers
 

1.5 Overview of the study
 

* Chapter1 is the introduction chapter where the background, research question and rational, objective and the structure of the research are stated.

* Chapter2 contains a brief literature review on online shopping and provided basic understanding about consumer motivations and emerging trends for online shopping which is related to the research question.

* Chapter3 is brief about the case study on online shopping.

* Chapter 4 contains research methodology which includes research frame work the design of the research, sampling and questionnaire.

* Chapter5 describes the critical review of the findings.

* Chapter6 discusses on recommendation and conclusions.
 

CHAPTER 2
 

2. LITERETURE REVIEW
 

The study attempts to analyze research works relating to consumer motivations for online shopping and related issues are critically evaluated. This research project was pursued with a ‘qualitative research' approach as the focus was on consumer motivations, which, while it could have been developed with quantitative metrics, seemed to translate better into a qualitative focus. The objective was more focused on going in greater depth across the key consumer motivations instead of tallying figures in terms of which factors consumers felt were their key motivations. The qualitative aspect of the research project was pursued through surveys and in-depth questionnaires.(责任编辑:BUG)



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