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postgraduate thesis: A study of the factors affecting the preference of choice for local shoppers between e-shopping and shopping malls in Hong Kong

TitleA study of the factors affecting the preference of choice for local shoppers between e-shopping and shopping malls in Hong Kong
Authors
Issue Date2014
PublisherThe University of Hong Kong (Pokfulam, Hong Kong)
Citation
Wong, C. [黃婕妤]. (2014). A study of the factors affecting the preference of choice for local shoppers between e-shopping and shopping malls in Hong Kong. (Thesis). University of Hong Kong, Pokfulam, Hong Kong SAR. Retrieved from http://dx.doi.org/10.5353/th_b5334783
AbstractAfter walking through a decade since the millennium, shopping has been undergoing a remarkable transformation. From the most primitive form of exchanging goods with money on streets to the development of retail outlets and department stores, online shops are rapidly booming as one of the modern shopping preferences nowadays. This paper focuses to investigate the factors affecting shoppers' preference of choice between online shopping and mall shopping. The exploratory study examined 3 groups of shoppers including mall shoppers, online shoppers and cross shoppers to compare and contrast their concerned motives and behaviour as appeared in the two shopping modes. The comparison was based on a theoretical model derived in part from Fishbein and Ajzen.s "Theory of Reasoned Action (1980)"; Cowles, Kieker, and Little "E-tailing Theory (2002)”, Tauber (1972)'s Situational I Personal shopping motives model and a comprehensive literature review. The model identified the theoretical factors anticipated to influence the shoppers' groups shopping behaviors. A total of 297 shoppers in 3 shopping malls served as the purposive questionnaire samples. Factors derived from literatures were incorporated into the survey questions to identify the group of shoppers adopting e-shopping, cross shopping and mall shopping and their respective factors affecting their preference of choice. It was reviewed that apart from the various 'consumer', 'marketing' and 'technology' factors affecting e-shoppers, some of the factors were also found influencing the mall shoppers' preferences of choice in a similar way. Likewise, traditional factors motivating people to shop in mall have also infused with new social elements due to the e-era and people's change of lifestyle. In addition, special features and positioning in various malls were also discovered to exert a different impact on shoppers' option. To further enrich the research, face-to-face interview was also conducted with an online store manager and a shopping mall manager to obtain information from the management perspective. In reviewing their perceived reasons as to affect shoppers' preference to e-shopping and mall shopping, on top of the similar factors as suggested in the literatures, they both put much emphasis on the tactical strategies in business operation. Insights were drawn that online stores and shopping malls may not be direct competitors as one may not substitute the other. Recommendations on future business planning in each shopping mode were also made by frequently reviewing shoppers' desire and wants. The paper was concluded by summarizing the findings and to forecast the future shopping trends. Recommendations were also made to online stores and shopping mall operators to cope with shoppers' preferences and maximise their profit.
DegreeMaster of Housing Management
SubjectShopping malls - China - Hong Kong
Consumer behavior - China - Hong Kong
Teleshopping - China - Hong Kong
Dept/ProgramHousing Management
Persistent Identifierhttp://hdl.handle.net/10722/207655

 

DC FieldValueLanguage
dc.contributor.authorWong, Chit-yu-
dc.contributor.author黃婕妤-
dc.date.accessioned2015-01-12T23:18:54Z-
dc.date.available2015-01-12T23:18:54Z-
dc.date.issued2014-
dc.identifier.citationWong, C. [黃婕妤]. (2014). A study of the factors affecting the preference of choice for local shoppers between e-shopping and shopping malls in Hong Kong. (Thesis). University of Hong Kong, Pokfulam, Hong Kong SAR. Retrieved from http://dx.doi.org/10.5353/th_b5334783-
dc.identifier.urihttp://hdl.handle.net/10722/207655-
dc.description.abstractAfter walking through a decade since the millennium, shopping has been undergoing a remarkable transformation. From the most primitive form of exchanging goods with money on streets to the development of retail outlets and department stores, online shops are rapidly booming as one of the modern shopping preferences nowadays. This paper focuses to investigate the factors affecting shoppers' preference of choice between online shopping and mall shopping. The exploratory study examined 3 groups of shoppers including mall shoppers, online shoppers and cross shoppers to compare and contrast their concerned motives and behaviour as appeared in the two shopping modes. The comparison was based on a theoretical model derived in part from Fishbein and Ajzen.s "Theory of Reasoned Action (1980)"; Cowles, Kieker, and Little "E-tailing Theory (2002)”, Tauber (1972)'s Situational I Personal shopping motives model and a comprehensive literature review. The model identified the theoretical factors anticipated to influence the shoppers' groups shopping behaviors. A total of 297 shoppers in 3 shopping malls served as the purposive questionnaire samples. Factors derived from literatures were incorporated into the survey questions to identify the group of shoppers adopting e-shopping, cross shopping and mall shopping and their respective factors affecting their preference of choice. It was reviewed that apart from the various 'consumer', 'marketing' and 'technology' factors affecting e-shoppers, some of the factors were also found influencing the mall shoppers' preferences of choice in a similar way. Likewise, traditional factors motivating people to shop in mall have also infused with new social elements due to the e-era and people's change of lifestyle. In addition, special features and positioning in various malls were also discovered to exert a different impact on shoppers' option. To further enrich the research, face-to-face interview was also conducted with an online store manager and a shopping mall manager to obtain information from the management perspective. In reviewing their perceived reasons as to affect shoppers' preference to e-shopping and mall shopping, on top of the similar factors as suggested in the literatures, they both put much emphasis on the tactical strategies in business operation. Insights were drawn that online stores and shopping malls may not be direct competitors as one may not substitute the other. Recommendations on future business planning in each shopping mode were also made by frequently reviewing shoppers' desire and wants. The paper was concluded by summarizing the findings and to forecast the future shopping trends. Recommendations were also made to online stores and shopping mall operators to cope with shoppers' preferences and maximise their profit.-
dc.languageeng-
dc.publisherThe University of Hong Kong (Pokfulam, Hong Kong)-
dc.relation.ispartofHKU Theses Online (HKUTO)-
dc.rightsThe author retains all proprietary rights, (such as patent rights) and the right to use in future works.-
dc.rightsCreative Commons: Attribution 3.0 Hong Kong License-
dc.subject.lcshShopping malls - China - Hong Kong-
dc.subject.lcshConsumer behavior - China - Hong Kong-
dc.subject.lcshTeleshopping - China - Hong Kong-
dc.titleA study of the factors affecting the preference of choice for local shoppers between e-shopping and shopping malls in Hong Kong-
dc.typePG_Thesis-
dc.identifier.hkulb5334783-
dc.description.thesisnameMaster of Housing Management-
dc.description.thesislevelMaster-
dc.description.thesisdisciplineHousing Management-
dc.description.naturepublished_or_final_version-
dc.identifier.doi10.5353/th_b5334783-

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