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

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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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Bibliographic Details
Main Author:	LUO, CHI
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2012
Online Access:	https://eprints.nottingham.ac.uk/25753/

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