影响中国消费者和英国消费者在线购买意愿的因素

Abstract摘要

随着电子商务的快速发展，网络购物已经越来越引起人们的关注。哪些因素会对网上购买意向的影响已成为一个热门话题。作为这个项目想深入了解这个话题，该项目决定比较影响中国消费者和英国消费者在线购买意愿的因素。该项目的目标是探索影响中国和英国消费者在线购买意愿的因素，并比较的影响因素，并找出差异。为了达到目标，这个项目组合的主数据和辅助数据。而该项目结合定性和定量的方法，但问卷调查的主要研究方法。该项目通过问卷调查了120年中国和英国的65年间16岁的观点。随后，该项目采用SPSS分析和Pearson相关系数。数据收集和分析后，研究显示，中国消费者在线购买意愿会被交付，熟悉，信誉，价格，便利性和参照群体的影响，而英国消费者更关心的安全问题，隐私问题，熟悉网页设计，便利和参照组。With the rapid development of e-commerce, the online shopping has arouse the attention of increasingly people. What factors would have effect on online purchase intention has become a hot topic. As this project wanted to get insight into this topic, this project decided to compare the factors affecting Chinese consumers’ and UK consumers’ online purchase intention. The objectives of this project are to explore the factors influencing Chinese and UK consumers’ online purchase intention and to compare the influencing factors and find out the differences. In order to reach the objectives, this project combined primary data and secondary data. And the project combined qualitative and quantitative method, but questionnaire survey is the main research method. This project investigated the viewpoints of 120 Chinese and British between 16 years old to 65 years by questionnaire. Then, this project adopted SPSS and Pearson Correlation for analysis. After data collection and analysis, the research showed that Chinese consumers’ online purchase intention would be affected by delivery, familiarity, reputation, price, convenience and reference group, while UK consumers cares more about security concern, privacy concern, familiarity, website design, convenience and reference group

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Table of Content
Chapter 1: Introduction 1
1.1 Background 1
1.2Aims and objectives 2
1.3 Target consumer group 2
1.4 The importance of this project 2
1.5 Outline 3
Chapter 2: Literature Review 4
2.1 Introduction 4
2.2 Consumer Behavior 4
2.2 Purchase intention 5
2.3 Difference between Traditional and Online Shopping 5
2.3.1 Information 5
2.3.2 Transaction 6
2.3.3 Decision Making Process 6
2.3.4 Product Category 6
2.3.5 Price 7
2.3.6 Delivery 7
2.3.7 Time 7
2.4 Factors Affecting Consumer’ Online Purchase intention 8
2.4.1 Delivery 8
2.4.2 Security 8
2.4.3 Privacy 9
2.4.4 Familiarity 9
2.4.5 Reputation 9
2.4.6 Website 10
2.4.7 Price 10
2.4.8 Convenience 11
2.5 Consumer Characteristics 11
 
2.3.1 Cultural Characteristics 11
2.4.2 Social Characteristics 12
2.4.3 Personal Characteristics 13
2.4.4 Psychological Characteristics 13
2.5 Hypotheses 13
2.9 Conclusion 15
Chapter 3: Methodology 16
3.1 Introduction 16
3.2 Research Philosophy 16
3.3 Research Approach 16
3.4 Research Design 17
3.5 Data Source 18
3.6 Data collection Method 19
3.7 Questionnaire 20
3.7.1 Questionnaire Design 20
3.7.2 Sampling Strategy 22
3.8 Data analysis 22
3.9 Reliability 23
3.10 Research limitations 23
3.11 Conclusion 23
Chapter 4: Finding and Discussion 25
4.1 Introduction 25
4.2 Reliability test 25
4.3 Demography 26
4.4 Correlation Analysis 27
4.5 Conclusion 43
Chapter 5: Recommendation 45
Chapter 6: Limitation 47
Chapter 7: Conclusion 48
 
Chapter 8: Reflection 51
Reference 52
Appendix 57
Appendix I - English version questionnaire 57
Appendix II - Chinese version questionnaire 60
Appendix III- Cronbach’s Alphs for survey in China 63
Appendix IV- Cronbach’s Alphs for survey in UK 64

Chapter 1: Introduction介绍
1.1 Background
With the rapid development of information technology, applications of network have become increasingly extensive. The electronic commerce (e-commerce) is one of the applications. An e-commerce is defined by Turban et al (2008, p.4) as “the process of buying, selling, transferring, or exchanging products, services, and/or information via computer networks, including the Internet”. Basically, e-commerce has three main types — B2B (Business to Business), C2C (Consumers to Consumers) and B2C (Business to Consumers) which is classified by participants’ relationship. 

Chapter 8: Reflection反射
This project took around two months. From this project, I have learned some skills which are ben