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Publication type: Master thesis
Title: Motivations of Chinese rising middle-class consumers to purchase food online
Authors: Max, Charlène
Advisors / Reviewers: Enzmann, Patricia
Dela Cruz, Jeremy
DOI: 10.21256/zhaw-2273
Extent: 80
Issue Date: 2018
Publisher / Ed. Institution: ZHAW Zürcher Hochschule für Angewandte Wissenschaften
Publisher / Ed. Institution: Winterthur
Language: English
Subject (DDC): 658.8: Marketing management
Abstract: The explosive growth in Internet use in China is changing its economy and society, particularly when it comes to online consumption in the food industry. On one side stand three of the most Chinese innovative companies, Alibaba, Tencent and The ecommerce giants all possess their own websites and applications for online grocery shopping and meal delivery services, combined with the latest innovations in terms of technology usage and logistics systems. On the other side one finds the Chinese consumers, driven by the power and behavior of the rising middle-class. They benefit from high purchasing-power and want to consume high-quality products while having less time to invest in grocery shopping than the previous Generation. The findings suggest that Chinese rising middle-class consumers are more driven by utilitarian motives than hedonic ones when buying food online. Because they shop with their mobiles, they cherish the “Convenience” and “Time Saving” benefits of online food shopping. Furthermore, online shopping allows them to buy safe products of a higher quality because they can rely on the ratings and reviews of other consumers. This motivation is called “Security”. Moreover, in the online marketplace, Chinese consumers benefit from a wider selection of products. Also, because the adoption rate of smartphones is so high in Shanghai, the consumers just do not see any reason why they would not use their mobile to purchase food. This motive refers to “Lifestyle”.
License (according to publishing contract): CC BY-NC-ND 4.0: Attribution - Non commercial - No derivatives 4.0 International
Departement: School of Management and Law
Appears in collections:MSc International Business

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