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ITC2013M: Fashion Marketing ([Lecturer: Dr. Kin Man To]) Individual Term Paper: [Topic: Does online shopping lead to customer satisfaction?] Word count: 2625 words Student Name: [ L. Hoi Tai] Student ID: [15065097D] Submission Date: [9 April 2017] Does online shopping lead to customer satisfaction?
2.1.1.Online Shopping Trend in Hong Kong. 8
2.1.2.Customers’ preference. 10
2.2.Benefits of Online Shopping. 12
188.8.131.52/7 Availability. 12
2.2.2.Favorable Price. 13
2.3.2.Delivery time. 17
2.4.Risk and Concern. 19
2.4.2.Security problem. 21
2.5.Factors that drive online shopping. 22
2.5.2.Peer influence. 24
4.1.Tips for students to shop online safely. 26
This research investigates the HKU SPACE students’ perceptions toward online shopping. 30 copies of questionnaires are distributed. The information is sourced from questionnaire and online sources.
The findings reveal there is a trend of increased online shopping. Generally, most of the students know the benefits of shopping online and the majority of them are satisfied with its transaction procedures and delivery time. However, there are almost three out of five students prefer to purchase in traditional retailer rather than shopping online.
This results may be indicated that there are several potential threats and risks of online shopping such as increased expenses and security problem. Besides, this research also covers what factors that drive online shopping.
Near two out of five students hold that technological advancement and peer influence are the main factors of shopping online.
This research has provided recommendations to the students with the aim of preventing the potential risks and traps of online shopping, as well as increasing their confidence level when .....[read full text]
Besides, the survey conducted by Go-Globe shown that most of the Hong Kong residents (82%) have a high intention to shop online (Go-Globe, 2015). Moreover, according to the student survey, it can be seen from the figure 2.1 that there are 90% of the respondents have online shopping before and near 2 out of 6 participants said they would shop online monthly or every 3 months respectively. (see Figure 2.2)
Moreover, from the figure 2.3, it can be seen that there is almost three-fifth of the respondents use online platform for purchasing clothes and other will buy electrical gadgets, household and cosmetics products. Since most of the respondents are aged 17-19, they are a high potential customer but not having substantially high purchasing power.
Therefore, they would prefer to purchase a wide variety of products form low price. Accordingly, they tend to shop online through Taobao which is 51%. (see Figure 2.4)
Surprisingly, there is an interesting finding in the student survey. As can be seen from figure 2.5 that there are over 60% of participants would tend to purchase in traditional shop or retailer rather than shopping online. It could be explained that the reason why they prefer to shop in traditional retailer is that it saves the delivery time or prevent the security pr.....