From the last five posts, I analyzed and think over about some reasons and solutions from aspects of the consumers, China's evironment, Culture to deal with this problems in China's E-commerce market. I divided them into four parts which are individual, product guarantee, customer loyalty, and traffic congestion.
Individual factors: as the results and analysis above, the main reason of the old people who are not willing to online food shopping is lack of Internet knowledge and operation usage of online banking. Therefore improve Internet skills and usage of computer understanding could promote more customers especially the old people who desire shopping online. Eun Young and Youn-kyung (2004) stated that the increasing number of computer- trained consumers has contributed to the extraordinary growth of Internet shopping. Furthermore, Liao and Cheung (2001) identify that consumers with experience in the use of personal computers tend to prefer online shopping. Moreover, the government could provide a series of computer skills trains for old people, to improve the number of computer-trained people. In order to let more people intend to shop online.
Product guarantee:
Koyuncu and Bhattacharya (2004) explained that consumers will reduce their orders fro online retailers with the Internet if they cannot receive their orders from online retailers with the guaranteed time. That means some online retailers should give rules of products guarantee provided for consumer. Thus increasing the level of trust between the merchants and consumer. For example, 'Happy to refund and exchange products with 7 days'.
Customer
loyalty: As mentioned above, the customer loyalty is a serious problem in
china’s online shopping market. We should know that the customer loyalty is base
if merchant would like to maintain well relationship with customers for long
term and improve reputation of online retail. And some illegal online retailers, The governments should issue out some law in terms of e-commercial IPR (intellectual property protection) and transaction rules to protect rights of merchants and consumersIndividual factors: as the results and analysis above, the main reason of the old people who are not willing to online food shopping is lack of Internet knowledge and operation usage of online banking. Therefore improve Internet skills and usage of computer understanding could promote more customers especially the old people who desire shopping online. Eun Young and Youn-kyung (2004) stated that the increasing number of computer- trained consumers has contributed to the extraordinary growth of Internet shopping. Furthermore, Liao and Cheung (2001) identify that consumers with experience in the use of personal computers tend to prefer online shopping. Moreover, the government could provide a series of computer skills trains for old people, to improve the number of computer-trained people. In order to let more people intend to shop online.
Product guarantee:
Koyuncu and Bhattacharya (2004) explained that consumers will reduce their orders fro online retailers with the Internet if they cannot receive their orders from online retailers with the guaranteed time. That means some online retailers should give rules of products guarantee provided for consumer. Thus increasing the level of trust between the merchants and consumer. For example, 'Happy to refund and exchange products with 7 days'.
Traffic congestion: As we know, The traffic congestion is a serious problem in China.This problem can delay the time of home delivery from store to each customers' house. Therefore, "The government has worked hard to create public transaction infrastructure that takes pressure off cities’s roads. Nearly every major city in China is building or expanding a subway system, and the prices of these systems are often subsidized to make them extremely enticing."(Custor,n.d)
All in all, using of intervention could be a good way to reduce adverse influencing. However, we should conscious that this phenomenon is a kind of Chinese traditional symbol which is difficult to change. Brasher(2009)and shih (2004) argued that there is a big difference between developed and developing countries on how consumers perceive online shopping.Sometimes when we found and decide to deal with problems in Chinese online shopping market, also we should respect and protect this traditional shopping custom at the same time.
Reference:
- Custor.C, N.D, China's traffic trouble. [Online] Avialable at: <http://chineseculture.about.com/od/businesseconomy/a/Chinas-Traffic-Troubles.htm> [Accessed 3rd March 2016].
- Eun Young,k., Youn-Kyung,K., 2004. Predicting online purchase intentions for clothing products.[e-journal] European jounal of marketing 38(7),883.Available through: Anglia Ruskin University Library website <http://libweb.anglia.ac.uk> [Accessed 1st March 2016].
- Liao,T.F.,Cheung, M.T., 2001. Internet -based e-shopping and consumer attitudes:an empirical study. [e-journal] information & managment 38(5), 299-306. Available through: Anglia Ruskin University Library website <http://www.sciencedirect.com/science/journal/03787206> [Accessed 1st March 2016].
- Koyuncu,C.,Bhattacharva, G., 2004.The impacts of quickness, price, payment risk, and delivery issues on-line shopping. [e-journal] Journal of retail & distribution managment 33 (2). 161-176. Available through: Anglia Ruskin University Library website <http://www.sciencedirect.com/science/article/pii/S1053535703001136> [Accessed 1st March 2016].
- Brashear et al., 2009; Shih, 2004, An empirical analysis of online shopping adoption in Beijing, China. [Online] Available at: [ https://www.deepdyve.com/lp/elsevier/an-empirical-analysis-of-online-shopping-adoption-in-beijing-china-5WlQtyNYr3 ] [Accessed 24th April 2016]
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