A Comparative Study Of Taobao,Tmall And Jingdong Mall Based On Zaltman Metaphorical Extraction

Many factors that affect consumers' purchase motivation,behavior,and decision are unconscious.consumers have difficult to communicate their thoughts effectively using languages.To some extent,the importance of these influences is sometimes ignored or under-treated.Over 80% of human communications is visual basis.In other wods,thoughts are image based and language is a tool humans used to try to nvey their mental images to others.Zaltman Metaphor Elicitation Technique,abbreviated ZMET,is a method developed to understand customers by eliciting metaphors that reveal important aspects of their underlying mental model.By incorporating "In-Depth Interview",Kelly Repertory Grid Technique”,and "Laddering Technique" into ZMET interviews,ZMET can go futher to describe the meaning of the concepts and ideas in the mental model or hidden deep inside.Taobao,Tmall and Jingdong Mall are the best development e-commerce platforms in China.Why do consumers choose this e-commerce platform for online shopping instead of selecting other ones?What is the difference between these three e-commerce platforms?This research will investigate 12 high-invasive users of Taobao,Tmall and Jingdong Mall respectively by the ZMET,and compare their different thoughts and feelings for Taobao,Tmall and Jingdong Mall to understand The differences between the three e-commerce platforms and their advantages and disadvantages,and then put forward their own relevant improvement suggestions,domestic e-commerce companies can make detailed and reliable strategic planning for their own enterprise development based on this research results.In addition.I have found three interesting phenomena in this investigation:First,consumers' degree of clarity in shopping details is inversely proportional to the degree of risk perception of consumers;second,The psychological gap caused by online shopping will weakening consumer's trust of the platform;Third,Man-made shopping festival can strengthen the brand in certain aspects,raising contact with consumers,and form a shopping sensation.