How to Facilitate Internet Shopping in Hong Kong - an Empirical Study
6 Pages Posted: 27 Oct 2001
Abstract
Past papers on consumer behaviour of Internet non-shoppers in Hong Kong have been lacking. This empirical study by focus group interview is an attempt to understand what can be done to facilitate local Internet shopping?
Inducements for non-shoppers to purchase on-line include "increasing web traffic", "promotion of new mass loyalty", "on-line co-operative program" and "bricks and clicks". This study in Hong Kong indicates that more effort needs to be made to improve "trust", "delivery logistics" and "payment method".
Findings of this study on Hong Kong Internet shopping consumer behavior will be benefical to multinational e-commerce operators when planning their move to Asia.
Keywords: Internet Shopping, marketing, online shopping, internet nonshopper, internet shopping facilitator, Hong Kong, e-commerce
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