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CONSUMER PREFERENCES IN E-COMMERCE SALES FUNNELS IN CHINA AND GERMANY

  • This master thesis explores the divergent consumer preferences within e-commerce sales funnels in China and Germany, two of the world's leading e-commerce markets. This comparative study explores the complexities of website design preferences, the influence of cultural elements on consumer decision-making, and the drivers of consumer loyalty and repeat purchases, with China's rapid adoption of digital technology and innovative marketing strategies set against Germany's mature market and consumer trust. A mixed-methods approach is used in the research, combining quantitative and qualitative analysis. Insights into consumer behaviors and preferences influenced by cultural, economic, and technical aspects are provided by a thorough analysis of scholarly literature, case studies, and consumer surveys from both nations. The report highlights the distinctive features of each market by examining important elements such as digital innovation, sustainability, social integration, data protection, and mobile commerce in e-commerce practices. Remarkably, the thesis seeks to provide practical insights to German e-commerce practitioners. German businesses can learn more about properly aligning their marketing and operational goals with consumer expectations by studying the successful techniques employed in China. This research contributes to academic understanding while also having implications for marketers and e-commerce platforms looking to improve user engagement, conversion rates, and the overall online shopping experience in the dynamic global e-commerce world.

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Metadaten
Author:Kai-Hsuan Hsu
Advisor:Michael Hepp
Document Type:Master's Thesis
Language:English
Year of Completion:2024
Granting Institution:Hochschule Furtwangen
Date of final exam:2024/02/29
Release Date:2024/02/26
Tag:China; Consumer preferences; E-commerce; Germany
Degree Program:MBA - International Business Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt