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Business Research Methodology
A Critical Survey of Consumers’ Decision-Making Process in Online Shopping
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Chen Yao (Jaden)_12439371
Chan Hei Wai (Henry)_12442070
Gao Hefei (Nancy)_12430382
Lai Yifan (Yvonne)_12439495
Luo Lu (Grace)_12440124
Ng Tan Lam (Irene)_12439436

A Critical Survey of Consumers’ Decision-Making Process in Online Shopping
-------------------------------------------------

Chen Yao (Jaden)_12439371
Chan Hei Wai (Henry)_12442070
Gao Hefei (Nancy)_12430382
Lai Yifan (Yvonne)_12439495
Luo Lu (Grace)_12440124
Ng Tan Lam (Irene)_12439436

Table of Contents Abstract 1 Purpose 1 Method 1 Findings 1 Research Limitations 1 Practical Implications 1 Background 2 Literature Review 2 Qualitative Study Methodology 4 Data Collection 4 Participants 4 Procedure 5 Data sources 5 Data Analysis 5 Findings 6 Model 6 Online Retailers Related to Online shopping Decision-Making 6 Customers’ Characteristic Related to Online shopping Decision-Making 7 Categories of Commodity Related to Online Shopping Decision-making 7 Online Shopping Decision-Making 7 Discussion 8 Model Building & Hypothesis Development 8 Quantitative Study Methodology 12 Instrument Development 12 Sample Plan 13 Data Collection 14 Findings 18 Implications 19 Qualitative Study Methodology 19 Quantitative Study Methodology 19 Recommendations 20 Qualitative Study Methodology 20 Quantitative Study Methodology 21 Limitations and Future Research 21 Qualitative Study Methodology 21 Quantitative Study Methodology 21 Works Cited 23 Appendix I

Abstract
Purpose
Online shopping is a new business model emerging in E-commerce industry and becoming more popular in recent years. Chinese online retailers need to understand the thinking process of consumers’ decision-making in order to capture more online market share. The primary objective of this grounded theory study is to


Cited: CHINADAILY. (2012, 3 28). China Aims to Double its E-Commerce Trading Volume to CNY18Trl by 2015. Retrieved 12 1, 2012, from CAIJING: http://english.caijing.com.cn/2012-03-28/111781308.html Derbaix, C Hair, J. B., & Ortinau, D. J. (2000). Marketing Research: A Practical Approach for the New Millennium. USA: McGraw. Hernández, B. J., & Martín, J. (2011). Age, Gender and Income: Do they really moderate online shopping behavior? Online Information Review , 113-133. Horton, R. (1976). The Structure of Perceived Risk: Some Further Progress. Journal of Academy of Marketing Science , 694-709. Kim, Y., & Park, C. (2003). Identifying key factors affecting consumer purchase behavior in an online context. International Journal of Retail and Distribution Management , 16-29. McPhail, J. (2000). Research Methodology: Study Book 2. Toowoomba, Australia: The University of Southern Queenland. Senecala, S. (2004, 06 01). Consumers’ decision-making process and their online shopping behavior: a clickstream analysis. Jounral of business research . SINA. (2012, 11 27). Chinese consumption is suppressed. Retrieved 12 13, 2012, from SINA TW: http://news.sina.com.tw/article/20121127/8406118.html Sorce, P., Perotti, V., & Widrick, S Thomas, D. R. (2003). A general inductive approach for qualitative data analysis. New Zealand: David R. Thomas. Zhou, L. (2007). ONLINE SHOPPING ACCEPTANCE MODEL — A CRITICAL SURVEY OF CONSUMER FACTORS IN ONLINE SHOPPING . Journal of Electronic Commerce Research .
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