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Online shopping Behavior in Sweden and China: What is different about Chinese Consumers
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The Chinese E-commerce market is the largest in the world and E-commerce takes up more of the retail market in China than in western countries. Why are Chinese consumers such big spenders online? This thesis examines the differences in consumer shopping behavior in China and Sweden in the aims to find some of the factors explaining the reasons. Based on a review of previous research on consumer behavior a theoretical framework was created which was the foundation for a survey. Survey responses were collected through two surveys, with the same questions, conducted in the native language of Sweden and China. While the generalizability of the survey have some limitations in regards to sampling, this thesis provide some key findings:

  • Chinese consumers are more social shoppers, influenced by social media, family and friends. The social experience of shopping online enhance Chinese consumers experience and is a factor in increasing their expenditures online. 
  • Chinese consumers shop more on international stores and shop more through their cell phones than Swedes. 
  • Chinese consumers are also choosing online shopping out of convenience and usefulness.
Place, publisher, year, edition, pages
2016. , 62 p.
Keyword [en]
Consumer Shopping Behavior, Technology Acceptance, Social media, China, Sweden, E-commerce
National Category
Business Administration
URN: urn:nbn:se:uu:diva-275327OAI: oai:DiVA.org:uu-275327DiVA: diva2:899991
Educational program
Systems in Technology and Society Programme
Available from: 2016-02-03 Created: 2016-02-03 Last updated: 2016-02-03Bibliographically approved

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