1. ZHAW digitalcollection
  2. School of Management and Law
  3. Abschlussarbeiten
  4. MSc International Business
Please use this identifier to cite or link to this item: https://doi.org/10.21256/zhaw-2273
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dc.contributor.advisorEnzmann, Patricia-
dc.contributor.advisorDela Cruz, Jeremy-
dc.contributor.authorMax, Charlène-
dc.date.accessioned2018-10-17T07:00:45Z-
dc.date.available2018-10-17T07:00:45Z-
dc.date.issued2018-
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/11898-
dc.description.abstractThe 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 JD.com. 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”.de_CH
dc.format.extent80de_CH
dc.language.isoende_CH
dc.publisherZHAW Zürcher Hochschule für Angewandte Wissenschaftende_CH
dc.rightshttp://creativecommons.org/licenses/by-nc-nd/4.0/de_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleMotivations of Chinese rising middle-class consumers to purchase food onlinede_CH
dc.typeThesis: Masterde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.publisher.placeWinterthurde_CH
dc.identifier.doi10.21256/zhaw-2273-
zhaw.originated.zhawYesde_CH
Appears in collections:MSc International Business

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Max, C. (2018). Motivations of Chinese rising middle-class consumers to purchase food online [Master’s thesis, ZHAW Zürcher Hochschule für Angewandte Wissenschaften]. https://doi.org/10.21256/zhaw-2273
Max, C. (2018) Motivations of Chinese rising middle-class consumers to purchase food online. Master’s thesis. ZHAW Zürcher Hochschule für Angewandte Wissenschaften. Available at: https://doi.org/10.21256/zhaw-2273.
C. Max, “Motivations of Chinese rising middle-class consumers to purchase food online,” Master’s thesis, ZHAW Zürcher Hochschule für Angewandte Wissenschaften, Winterthur, 2018. doi: 10.21256/zhaw-2273.
MAX, Charlène, 2018. Motivations of Chinese rising middle-class consumers to purchase food online. Master’s thesis. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften
Max, Charlène. 2018. “Motivations of Chinese Rising Middle-Class Consumers to Purchase Food Online.” Master’s thesis, Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. https://doi.org/10.21256/zhaw-2273.
Max, Charlène. Motivations of Chinese Rising Middle-Class Consumers to Purchase Food Online. ZHAW Zürcher Hochschule für Angewandte Wissenschaften, 2018, https://doi.org/10.21256/zhaw-2273.


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