An Investigation of The Relationship Between Instant Messenger Adoption and Consumers' Purchase Behavior in Chinese Online Market, through a Trust-based Consumer Decision-Making Model
China’s online transaction reached $ 7.86 billion dollar with 185 million participants in 2011 and Chinese college students played a major role in it (Lu, 2011). The huge potential market provides numerous opportunities for online marketers. Therefore, it is important for e-vendors to understand the...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2012
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| Online Access: | https://eprints.nottingham.ac.uk/25753/ |