Consumer behavior about target-based internet market in China Dissertation

Consumer behavior about target-based internet market in China - Dissertation Example eople’s Republic of China Theoretical Background 11 Chapter Three: Methodology†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 31 Chapter Four: Results and Discussions†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 48 Chapter Five: Conclusions and Recommendations†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 72 References†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 79 Appendices†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 85 Abstract This research focuses on the determination of the behavi ors of consumers to target-based internet markets. The researcher focuses on the use of the said target-based internet markets as well as the perceptions of the consumers in the People’s Republic of China. In order to determine the same, this study used a purposive sample of 142 consumers. In ascertaining the perceptions of the China-based customers with respect to target based internet marketing, the results pointed out that this type of marketing has been preferred by the respondents because of the following factors: (1) its capacity to ensure that the online activities of the users and the consumers do not suffer from intrusion; (2) it has the capacity to appeal to the senses in a more effective manner; (3) marketers may customize the advertisements depending on the needs of the target population; (4) marketers may control the amount of junk mail associated thereto; and lastly, the efficient use of models. Unfortunately, the responses of the participants revealed mere neut rality with respect to the issue of privacy. This, however, means that the marketers must effectively address the issue of privacy in order to ensure that they properly influence the behavior of the consumers. Nevertheless, the overall preference for the marketing approach and behavioural intentions related to the approach has been rated positively signifying that indeed, the Chinese customers have high regard for target-based internet marketing. Moreover, the study found that target-based internet marketing has been merely confined as regards the factor that influence it, traditional marketing has been approved of only in terms of use of models. The rest of the factors were assessed neutrally. Finally, the independent variables that were found to positively and significantly predict behavioural intentions are customization and use of models. Recommendations for the improvement of target-based marketing are put forth. Chapter 1: Introduction Background of the Study The twenty-first century noticed a remarkable increase in terms of the usage of the internet. Undoubtedly, the increase in its usage has tremendously affected society (Kuratko and Hodgetts 2008). For instance, traditional societies who once gave paramount importance to the knowledge of their revered and respected elders do not rely on the as tons of information has been available online. In fact, the influence of the internet has even caused breakdowns within their societies (Charlesworth 2009; Lee 2001; Roldan 2001). Aside from this, the increase in the usage of the internet has likewise affected the commercial latter organisations and their businesses. Literature written with respect to the topic at hand clearly shows that the businesses’ use of the internet