on onlineshopping.docx
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on onlineshopping.docx
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ononlineshopping
CHAPTER1:
INTRODUCTION
1.1Introduction
Thispartisthechapteraboutintroductionofthispaperanddiscussesthebackgroundoftheresearch,researchpurpose,problemstatement,researchquestionsandgoalsandtheconstructionofthispaper.
1.2Researchbackground
TheenormousgrowthofInternetstartedafterthedevelopmentoftheWorldWideWeb,whichbecameacommercialpropositionin1993(Chaffey&Ellis-Chadwick,2012).AccordingtoInternetWorldStats(2013),inthesecondquarterin2012therewereover2billionInternetusersworldwide,whichcorrespondsto34.3percentoftheentirepopulationonearth.AsiahadmostInternetuserscovering44.8percentofInternetusersworldwide,followedbyEuropewith21.5percent,andNorthAmericawith11.4percent(InternetWorldStats,2013).
OnlineshoppingbehavioristhatprocurementofgoodsorservicesintheprocessthroughtheInternet.ProductsincludeanythingfromFMCGstohouseswhereasservicesproviderssuchasbanks,hotels,airlinesetc.,alsotargetinternetuserswholiketoshoponline.Internethascontributedtolowerpricesforcustomers(Chaffey&Ellis-Chadwick,2012).Forexampleforlow-fareairlines,internethascontributedlowercostsandthereforelowerpricesonlineforthesecompanies(Chaffey&Ellis-Chadwick,2012).
Internetandonlinereservationshavebecomeasignificantpartofstrategiesforthetravelandtourismindustry(Duman&Tanrisevdi,2011).TangandZong(2008)statedthat“Hospitalityindustryisamongthemostsuccessfultobenefitfromonlineservices”(p.303).ResearchhasshownthatInternettechnologyisinalargedegreeusedintravelplanninganddecisionmakingbycustomers(Duman&Tanrisevdi,2011).Therefore,theinformation-basedwebsitesforthereservationofhotelonlinehaveincreasedinnumber.TechnologicaldevelopmentoftheLocalandinternationalhotelorresortforthebookingprocessandcommunicationmediaarerelatedtoeachother.Hotelsshouldalsoconsidertheconvenienceofthecustomerstoobtaininformationaboutthepriceratesandservicethroughthewebsite,andonlinebookingchannels.Asforcustomers,thecomfortableandconvenienceconditionofthequalityreservationprocessviathewebsiteofhotelorresort,mayshapetheirattitudeandbehaviortoo.Therefore,itisimportanttoexaminethehotelreservationonlineusefulnessofwhichmayisacriticalvariablestodeveloppositiveattitudetotheChineseconsumersinthiscontext.
1.3Problemstatement
WiththebroadadoptionanddiffusionoftheInternetforcommercialpurposesandthedramaticgrowthoftheonlinepopulation,shoppingonlinebecameextremelypopular.AccordingtoNielson(2008),morethan85%ofglobalInternetuserswereonlineshoppers.Chinahasthelargestonlinepopulationandthegreatestpotentialpurchasingpowerintheworld,asitsonlinemarketcontinuestogrowatarapidrate.BasedontheChinaInternetNetworkInformationCenter([CNNIC],2009),ChinaachievedthelargestonlinepopulationofallnationsinJune2008.ArecentlyreleasedreportshowsChineseInternetusersincreasedto591millionand271millionhadonlineshoppingexperiencesasof2013(CNNIC,2013a,b).TotalonlineshoppingtransactionsinChinareached1.26trillionChineseYuan(USD210billion)in2012(CNNIC,2013).AsperCNNIC(2013),reservationofhotelsinoneofthemostlyusedonlineshoppingitemforChineseduring2012.ConsumershasacceptedtheInternetastheirmainmechanismtolocatingandbookingahotelroom(Tohetal.,2011).Onlinetravelsaleshada10percentgrowthin2010,2011and2012,anditisexpectedtocontinuetogrowwith9percentupto2020(EuropeanTravelCommission,2013).StatisticsfromTravelclickalsoshowthattheamountofroomsreservedthroughonlinechannelsisgrowing(DeVoren&McGrann,2013).
Besides,inChina’sonlinemarket,youngpeopleoccupyamajorportionoftheonlineshopperpopulation,morethananyotheragegroups.AccordingtothelatestreportbyCNNIC(2013),onlineusersunder30yearsofagemadeupmorethan70%ofallonlineusers.Therefore,itcanbeunderstoodbecauseyoungChinesecustomerscanuseofinteractiveonlinereservation,ratherthanmakeacallorahoteldirectlytomakeabookingrequestbythemselves.ConsideringtheincreaseinthenumbersofChinesestudentsusinginternetforreservinghotels,studyingtheattitudeofChinesestudentstowardshotelreservationonlineisimportant.ConsideringthegrowinguseofinternettoreservehotelsonlinebyyoungChinesecustomers,thisthesiswillexaminehowtheChinesestudentsdeveloptheirattitudetowardsusingonlinewebsitestoreservehotels.
1.4AimandObjectivesoftheStudy
Asstatedearlier,thepurposeofthisstudywastoinvestigatethefactorsthatdevelopChinesestudents’intentionstouseinternetforreservationofhotelsonline.Inordertoachievethisaim,followingaretheobjectives.
∙TosurveythemainfactorsthataffecttheadoptionofinternettoreservehotelsonlinebyChinesestudents.
∙TodeterminetheeffectofthesefactorsontheadoptionofinternettoreservehotelsonlinebyChinesestudents.
∙TodeterminethemostimportantfactorsthatareassociatedwiththeadoptionofinternettoreservehotelsonlinebyChinesestudents.
1.5Researchquestion
Asdiscussedearlier,Informationandcommunicationtechnologies(ICT)playanimportantroleinhospitality.Thismakestheimpactontheentirecollectionofhotelsandtourismorganizationsgreat.AndtheICTsbringsmorebenefitsforhotelindustries.ICTscansavetimetotheconsumersforpurchasingandsearchinginformation.Anotherway,ICTsalsogivebenefittosupplierssuchasmanaging,distributingtheproducts,anddeveloping(Ipetal.,2011).Consideringthesearguments,thisstudywilltrytofindtheanswerofthequestionsbelow.
∙WhatarethemainfactorsthataffectadoptiontointernettoreservehotelsonlinebyChinesestudents?
∙HowthesefactorsaffecttheadoptionofinternettoreservehotelsonlinebyChinesestudents?
∙WhatisthemostimportantfactorthatisassociatedwiththeadoptionofinternettoreservehotelsonlinebyChinesestudents?
1.6StructureofThesis
Thisthesisisdividedintofivechaptersandeachofthemisdiscussedbelow;
Chapter1introduceandmakeathoroughinquirytheresearchbackground,problemstatement,researchaimandobjectives,significanceoftheresearchanditsscope.
Chapte2literaturereviewanditprovidesthemainliteratureaboutthekeyconceptsofthisstudyincludingconsumerbehaviour,onlineconsumerbehaviourandtechnologyacceptancemodel.Theliteraturewillbeusedtodevelopaconceptualframeworkandhypothesesdevelopedforthisstudy.
Chapter3researchmethodologyandittalksabouthighlightsthemethodologyadoptedtoconductthisstudy.
Chapter4findingsandanalysis,itdealswithpresentingallthefindingsofthisstudyandtheanalysisconductedtotesttheconceptualmodelandhypotheses.
Chapter5conclusion,itsummariesthisstudy.Thischapteralsohighlightstheimplicationsandlimitationsofthisstudy.
CHAPTER2:
LITERATUREREVIEW
2.1Introduction
Thisisthesecondchapteranditincludesareviewoftheliteraturerelatedtomainconceptsofthisstudy.Varioussectionsofthischapterdiscusstheconsumerbehaviourandonlineconsumerbehaviour,backgroundinformationofonlineshoppinginChina,collegestudentsasonlineshoppers,andmodelsrelatedtoconsumeradoption.Thelastpartofthischapterdiscusestechnologyacceptancemodelastheconceptualframeworkforthisstudyandthesupportingliteratureforthehypothesesdevelopment.
2.2Consumerbehavior
Consumerbehaviourreferstoconsumer’spsychological,socialandphysicalbehaviourtowardspurchaseofsomething(Evans,JamalandFoxal,2009).Parner(2008)saysthatconsumerbehaviourisaprocessinwhichaconsumersenseshisorhercognitiveneedsandfindswaytogetthoseneedsfulfilled.Consumersmakepurchasedecisionbyanalysinginformationandplanthewaystoachieveneededthingsandfulfiltheirneeds.Consumerbehaviourismainlyrelatedtopurchasedecision.Thereforecompaniesandshopsarerequiredtoeasecustomerswithfindingsinformation,makecomparisonandmakepurchase.Thesestrategieswouldresultinconsumer’srepurchasebehaviouraswell(Parner,2008).Inthisstudy,consumerbehaviourisappliedintheareaofhotelindustry,particularlyintheareaofconsumer’shotelselectionandreservationthroughonlinechannels.
Evansetal.(2009)highlightthat,formarketerstosucceedinmaintaininglong-termrelationshipswithcustomers,itisnecessarytounderstandbuyer’sbehaviour.Itincludesproperplanningofsustainablemarketingstrategy.Thisstrategyrelatestothejobofmarketerstoproperlyinquireabouttherequestofpotentialcustomers.Understandingtheneedsandwantsofcustomers,however,isamajortaskofeffectivemarketingmanagers.Predictingthefutureneedsandwantsofcustomersisalsosignificanttaskofmarketers.Inthisprocess,marketersunderstandandpredictgeneralhumanbehaviourtowardsbuyingsomething.TeoandLee(2010)inthiscontextmentionthatbeforepredictingbuyer’saction,marketersshouldfocusonunderstandingofwhy,howandwhatabouttheproductorservicebeingoffered.Inaddition,marketersshouldalsopredictwhere,howoftenandwhatconditionsofthepurchasedecisionofcustomers.
2.3Consumerresponsetomarketingactions
Consumerresponseistheendresultthatshowswhethermarketingstrategywentsuccessfulortheotherwayround.Evansetal.(2009)mentionedaboutamodelcalledhierarchyofcommunicationeffectscontainstagesmarketerscanuse
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