Acceptability of Sina Corporation's www.sina.com among online mall buyers in top universities at Beijing, China

LuoMei Guo

Date of Publication

2004

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Leonardo R. Garcia

Defense Panel Member

Jaime S. Ong
Alfredo C. Panizales
Julia Tañada

Abstract/Summary

This research studies the acceptability of an online shopping website to its buyers. Specifically, the study focused on China's biggest and still on growing site, sina.com, and its buyers who are students from the top universities in Beijing. This study's general problem : What is factors influence the acceptability of Sina Corporation's www.sina.com among on line mall buyers in top universities at Beijing, China? Specifically it sought to answer the following questions : 1. Present the respondents' understanding of sins.com online in terms of product and promotion; 2. Study the relationship between the product and promotion acceptability of sina.com among online mall buyers and respondents' sex, income, and academic rating of their universities: 3. Determine which of the major customers' perceived issues should be given priority; 4. Study the relationship between the product and promotion acceptability of sina.com among online mall buyers, and customers' perceived security risk and privacy risk; This study uses descriptive and the Chi-Square statistical test for analyzing its quantitative data. The primary data were gathered from respondents of the surveyed by the researcher. After observing multi-stage sampling procedures , a total of 200 respondents were chosen from the four top universities. The data and statistical results were processed with the Statistical Package for Social Sciences (SPSS) , version 10. The study concludes that (1) Males are not likely to find shopping at sina.com online more acceptable than females; (2) A university student enrolled in a university rated higher by the government is not likely to find shopping at sina.com online more acceptable than the student enrolled in the less highly rated university; (3) A customer with higher income level is more likely to find shopping on sina.com online more acceptable than a customer with lower income level; (4) The customer is more concerned with security risk is more likely to find shopping at sina.com online mall less acceptable than the customer who is less concerned with security risk; (5) The customer is more concerned with privacy risk is more likely to find shopping at sina.com online mall less acceptable than the customer who is less concerned with security risk.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG003665

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer optical disc ; 4 3/4 in.

Keywords

Electronic commerce; Internet marketing; Students as consumers; Consumers

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