Brand To Consumers Of Traditional And Online Shopping Behavior Is A Comparative Study

This article is a comparative study about the brand impact to Chineseconsumer behavior in traditional and on-line environment. With thespread of the Internet and e-commerce boom, on-line shopping as a brandnew consumption pattern gets increasing concerns. Compared with theUS and other developed countries, Chinese e-commerce has the lowmaturity, but the rapid pace of growth, and a growing number of Chineseconsumers will to take this new type of shopping patterns. In this context,many researchers focus on the on-line consumer behavior. On this issue,scholars abroad have made lively discussion and the academic circleshave completely opposite conclusions. Nationally, the topic seldompredecessors involved. Therefore, this article will base on the study of themarket situation in China, and focus on the Chinese consumer on-lineshopping behavior.This study based on the results of many predecessors, used quantitativeresearch methodology and combined the actual result of the investigation.The writer hopes this thesis not only could be a validation of the theoryrelated with the brand impact on internet, but also can give certaininspiration to those Chinese enterprises ready to launch internetmarketing.