Online behaviour of China's Generation Z
No Thumbnail Available
URL
Journal Title
Journal ISSN
Volume Title
School of Business |
Bachelor's thesis
Electronic archive copy is available locally at the Harald Herlin Learning Centre. The staff of Aalto University has access to the electronic bachelor's theses by logging into Aaltodoc with their personal Aalto user ID. Read more about the availability of the bachelor's theses.
Authors
Date
2019
Department
Major/Subject
Mcode
Degree programme
Tieto- ja palvelujohtaminen
Language
en
Pages
44
Series
Abstract
China’s Generation Z (Gen Z) is an economic power that marketers and business owners should reckon with. Gen Z consists of individuals that are born from the mid-1990s to the early 2000s; into the world of connectivity as ‘digital natives’. The accessibility of endless data and other digital sources have made them even more demanding, and brands are even more eager to learn about and target them. The existing academic literature on China’s Generation Z is quite narrow and the aim of this paper is to expand available literature and provide professionals more relevant information on China’s Generation Z characteristics and their online shopping behaviour in order to help in effective targeting and understanding. To do so, this thesis first examines literature on Chinese Gen Z online consumer and their shared characteristics. After acknowledging the important features of China’s Gen Z in regard toe-commerce context, insights of Chinese online consumption and factors that affect their consumption are provided. To target and efficiently execute proper consumer targeting, professionals need to identify the most centric factors and traits that this specific generation shares. Furthermore, extended TAM model’s appropriateness in e-commerce context provides this thesis a methodology as it is used as a base in empirical data gathering in order to compare it with the existing literature. Finally, a summary and comparison of existing literature and empirical data of China’s Gen Z is provided with emphasis on the importance of understanding China’s Gen Z characteristics and the factors that affect their buying behaviour online in order to get a deeper vision of this specific generation. These findings offer professionals more relevant information on executing effective marketing and comprehension and further form a basis for future research when examining China’s Gen Z’s online shopping behaviour.Description
Thesis advisor
Tinnilä, MarkkuKeywords
China's Generation Z, Generation Z, e-commerce, online purchasing behavior, online shopping, consumer behaviour
Other note
Tutkielman tiivistelmätiedoissa näkyvä hyväksymisvuosi on 2020.
The year of approval showing in the abstract of the thesis is 2020.
The year of approval showing in the abstract of the thesis is 2020.