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Motivations on online book-shopping of ...

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45 items · by w zhang · 2014 · cited by 2 — first is lack of sociality, which means customers may be motivated to shop online due to the lack of bother from sales people. in the book store of ... 84 pages
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MOTIVATIONS ON ONLINE BOOK-SHOPPING OFUNIVERSITY STUDENTS IN CHINAWeisheng ZhangProject submitted as partial requirement for the conferral ofMaster of Science in Business Administration, at ISCTE – University Institute ofLisbon, 2014Supervisor:Prof. Nelson Josédos Santos António, Full Professor,ISCTE Business School, Department of Marketing, Operation and GeneralManagementSeptember 2014AbstractE-commerce is developing really fast in China. The existence of local famous onlinebook stores along with Amazon leads to recession of physical book stores. More andmore people turn to buy books online which makes physical book stores become aplace only for exhibiting hardcopies. Young and highly educated people are the maingroup contributes to the growth of internet user scale in the past 5 years in China. Thepurpose of this dissertation was to study the motivations drive university students tobuy books online based on utilitarian and hedonic motivation value. A questionnairewas developed to col...