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E-Commerce Mental Models Of Upper Middle Class Chinese Female Consumers In Beijing, Yunfan Song
E-Commerce Mental Models Of Upper Middle Class Chinese Female Consumers In Beijing, Yunfan Song
Open Access Theses
The purpose of this study was to understand and explore the mental models of Chinese consumers towards e-commerce. A mental model is a representation formed by consumers based on their experience and observation, which finally influence their task performances. Due to the different experiences and contexts, the mental models of Chinese consumers could be various. This study investigated one of the subgroups in depth, which is the upper middle class female in Beijing, China.
To achieve the purpose of the study, a qualitative research was conducted in China, and participants were interviewed about their perceptions of, and experiences with, online …