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  • IMPACT OF CUSTOMER-TO-CUSTOMER INTERACTION (CCI) ON CUSTOMER’S PURCHASE BEHAVIOR IN E-COMMERCE

    发布时间:2019-06-18 来源:www.boshuolunwen123.com  作者:博硕论文辅导网

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    IMPACT OF CUSTOMER-TO-CUSTOMER INTERACTION (CCI)
    ON CUSTOMER’S PURCHASE BEHAVIOR IN E-COMMERCE

    GRENOBLE ECOLE DE MANAGEMENT

    Extended Research Proposal
    -
    Doctor of Business Administration

     

    Supervisor
    Dr. 

    Chapter 1 Introduction
    1.1 Research Background
    At the end of the 20th century, the Internet causes the change of “the Information Scarcity Age” to “the Information Democracy Age”. With the advent of the era of information technology and the optimization of the logistics industry, Internet users have increased dramatically in China. Global electronic commerce development is growing exponentially.“The CNNIC report said the country’s mobile phone netizens have developed a heavy relianceon their devices as they each spent an average of 11.8 hours per week to go online. This also helped trigger an increase in mobile phone-related e-ecommerce, including onlin shopping, payment and banking” (http://www.chinadaily.com.cn, 2013). According to the data from Emarketer, a consulting firm, in 2015, the e-commerce spending in China accounts for 15.9% of total retail sales (Figure 1) (http://tech.ifeng.com).

    Figure 1. 5 Hottest Startup Investment Categories in China (2015)

    The sound development momentum of electrical commerce (e-commerce, for short) is changing all aspects of social and economic life. Online shopping has become one of the main channels of consumption. The number of customers shopping on the Internet presents an upward tendency in a straight line. According to the data from Statista Company,the estimated per capita consumption expenditure of online shopping spending in China will reach 626 dollars (Figure 2) (http://fm.m4.cn).

    Figure 2. Online Shopping Spending around the World (2015)

    In this situation, the power of the traditional business has gradually weakened. It is difficult for enterprises to establish sustainable competitive advantages in the market. But they also find it difficult to cultivate and maintain customers’ loyalty, which is the key for an enterprise to gain benefit. In addition there are various sources of customer dissatisfaction.
    “Despite the prospects is optimistic, a shortage in types of online payment, lagging logistic and lack of relevant laws are just some of the problems which continue to hinder the development of online shopping.” (http://www.docin.com)  “Online shopping has and services garnered nearly 11,400 individual consumer complaints in Shanghai last year, up 18 percent from the previous year, with truth in advertising and the quality of products triggering the most consumer grievances. ”  (http://usa.chinadaily.com.cn) And the strengths and weaknesses of online-shopping are analysed by some researchers in China. For example, the following table which was given by CNNIC in 2009 gives a statistics of factors of consumers dissatisfied with online-shopping (Figure 3). (Li Milong, 2010) From which we may find out that customers will not be satisfied with online shopping for all kinds of factors.

    Figure 2. Statistics of factors of consumers dissatisfied with online-shopping (2010)

    1.1.1 Importance of Customer-to-customer Interaction
    Trying to avoid the disadvantages of online shopping, the customers will compare products and services of different enterprises on the Internet, spending only a little time and energy. They are free to read all kinds of information published by other customers on the Internet, communicating with them easily. Customer-to-customer interaction (short as CCI) turns out to be a most important element which will directly affect customers’ behavior on the internet, since they are a part of ‘uncontrollalbe’ customer experience. “Value creation through customer-to-customer exchange occurs when the perceived benefits of a company’s offering are increased as a result of customers’ interaction with one another. ” (Thomas W. Gruen, Talai Osmonbekov, Andrew J. Czaplewski, 2007) And customer-to-customer interaction turns out to be an extremely important  factor of developing customers’ shopping experiences and customers’ loyalty.
    In the e-commerce, what we often mentioned as “marketing word-of-mouth effect” in the traditional environment, will be further enlarged under the environment of e-commerce. “Though word-of-mouth (w-o-m) communications is a pervasive and intriguing phenomenon, little is known on its underlying process of personal communications. Moreover as marketers are getting more interested in harnessing the power of w-o-m, for e-business and other net related activities, the effects of the different communications types on macro level marketing is becoming critical. ” (Jacob Goldenberg,  Barak Libai & Eitan Muller, 2001) “Increasingly, consumers use the internet as a vehicle for pre-purchase information gathering. While technical specifications and potentially biased selling points can be gleaned from corporate web sites, online brand communities are becoming essential conduits for the customer-to-customer sharing of product information and experiences” (Mavis T. Adjei, Stephanie M. Noble & Charles H. Noble, 2010).

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