1 Introduction
Nowadays, we have entered Internet economic period based on Internet Computer network appearing rapidly changed people living style, having a great effect on enterprise marketing. In order to suit consumers’ new characteristic of Internet times, enterprises all over the world are researching how to develop new Internet marketing. Internet marketing has become important style of enterprise marketing activity. The world is changing fast with the development of dot com technology as an area of business. As noted by Mkelinen (2005), over the past decade electronic commerce (e-commerce) has evolved from a novelty to a generally accepted business method. With the predominance of networking and multimedia, e-commerce offers both merchants and consumers a broad range of business opportunities limited only by the imagination. According to statistics, the volume of online customer spending in 2007 reached $343.2 billion, growing 22% from 2006. This significant growth demonstrates the compelling advantages of e-commerce.Among all the e-commerce models, the electronic auction (e-auction) is outstanding. It entered the mainstream market some years ago, with the introduction of the consumer-to-consumer (C2C) concept. As a new breed of e-commerce, e-auctions have overcome the limitations of traditional 本文出自www.51lunwen.org,在代写
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1.1 Research area and background
2 Literature Review
2.1 satisfaction and loyalty of consumer behaviour
2.2 factors that affect on-line consumer behaviours
2.3 empirical investigations on on-line consumer behaviours
2.4 research on Taobao marketing
3 Research Methods
3.1 qualitative research methods and quantitative research methods
3.1.1 Data Collection Design
3.1.1 Secondary data design
3.1.3 Data Sampling
3.2 Historical Method
3.3 Case Study
4 Case study :taobao
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5.2 The demographic profile of the respondents
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5.2.7 most Internet sites: a □ home, b □ Office, c □ School, d □ Internet cafes, e □ Library, f □ Other
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5.3.5 payment methods, such as credit cards, remittance
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5.4 market positioning analysis of Taobao C2C business,
5.4.1 behaviours characteristics of Online shopping consumer
5.4.2
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