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The attractiveness of Taobao: why do people always come back despite negative feedback

Resource type
Authors/contributors
Title
The attractiveness of Taobao: why do people always come back despite negative feedback
Abstract
Online shopping in Macau has developed rapidly in recent years. And the success of Taobao is significantly hard to not notice. Its’ sales are breaking the record every year. However, there are a lot of negative comments towards Taobao. Various researches and data have shown that live-streaming is one of the biggest contributions towards Taobao’s sales and record breaking. This research aims to investigate deeply to understand how Taobao counters those issues and the role of live-streaming in relation to it. Based on a review of the literature in the relevant areas , qualitative methodology is adopted after thorough considerations. A small sample size of 10 were selected to conduct semi-structured in-depth interviews and the participants agreed to respond to answer the original interview questions and the follow-up questions. Analysis of the responses demonstrated e-customer service is the most influential variable towards repurchase intention. Live-streaming strategy can effectively and directly reduce constomer’s uncertainty of products and increase the efficiency of responsiveness. And product uncertainty and responsiveness speed are variables that impact purchase intention. The result demonstrated live-streaming's effectiveness in combating multiple negative aspects of Taobao and strengthening the positive aspects. On this basis, live-streaming is an impactful method to combat Taobao. In addition, e-service in terms of sufficiency of the staff’s communication skill have been found important towards customer’s satisfaction. A gap related to such an issue has been recommended in the further research recommendations along with other factors or sample groups, which are needed to explore deeply in the future
University
University of Saint Joseph
Place
Macau
Date
2023
# of Pages
96
Language
eng
Short Title
The attractiveness of Taobao
Library Catalog
Library Catalog (Koha)
Call Number
M-BA 2023 CHA,NGA
Notes
In Partial Fulfillment of the Requirements for the Degree of Master in Business Administration in the Faculty of Business & Law, University of Saint Joseph, July 2023Supervisor : Jenny Oliveros Lao Phillips
Citation
Chan, N. M. (2023). The attractiveness of Taobao: why do people always come back despite negative feedback [University of Saint Joseph]. https://library-opac.usj.edu.mo/cgi-bin/koha/opac-detail.pl?biblionumber=216201