Paper
Customers ' Trust and Purchase Intention towards Taobao 's Alipay (China online marketplace)
By Wong Tak Yan, Isabella 08032084 & Yeung Yuen Ha, Rabeea 08037728
An Honours Degree Project Submitted to the School of Business in Partial Fulfilment of Graduation Requirement for the Degree program of Bachelor of Business Administration (Honours) in the academic year of 2010 to 2011.
Hong Kong Baptist University April 2011
Table of Contents
Acknowledgement ......................................................................................................... 3 1.Project structure .......................................................................................................... 4 2.Objectives ................................................................................................................... 4 3.Taobao and Alipay ...................................................................................................... 6 4.Literary review ............................................................................................................ 8 5.Research model and Statement of Hypothesis .......................................................... 12 6.Research Methodology/ Procedure ........................................................................... 16 7. Date Analysis ........................................................................................................... 20 8.Discussion and Implication ....................................................................................... 29 9.Conclusion ................................................................................................................ 33 10.Recommendations ................................................................................................... 33 11. Appendix ................................................................................................................ 36 12.References
By Wong Tak Yan, Isabella 08032084 & Yeung Yuen Ha, Rabeea 08037728
An Honours Degree Project Submitted to the School of Business in Partial Fulfilment of Graduation Requirement for the Degree program of Bachelor of Business Administration (Honours) in the academic year of 2010 to 2011.
Hong Kong Baptist University April 2011
Table of Contents
Acknowledgement ......................................................................................................... 3 1.Project structure .......................................................................................................... 4 2.Objectives ................................................................................................................... 4 3.Taobao and Alipay ...................................................................................................... 6 4.Literary review ............................................................................................................ 8 5.Research model and Statement of Hypothesis .......................................................... 12 6.Research Methodology/ Procedure ........................................................................... 16 7. Date Analysis ........................................................................................................... 20 8.Discussion and Implication ....................................................................................... 29 9.Conclusion ................................................................................................................ 33 10.Recommendations ................................................................................................... 33 11. Appendix ................................................................................................................ 36 12.References
References: 4.Literary review 4.1 E-service quality E-service quality can be defined as overall customer evaluations and judgments regarding the excellence and quality of e-service delivery in the virtual marketplace (Santos, 2003) Customers ' willingness to buy a product can be influenced by retail experience and there was seldom studied the impact of payment system (Xia Liu, Mengqiao He, Fang Gao and Peihong Xie 2008). It is also part of customers ' shopping experience.