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Master's Thesis, 2016
How can opportunities and barriers of using a Chinese online shop on the German market be identified from a consumer’s point of view?
The process of the study is structured in seven chapters. After the introduction, the second chapter will define the basic knowledge about e-commerce, strategies and markets and will also reflect on the state of the art with respect to the use of foreign online shops on the German market. The third chapter will provide possible exploratory approaches that depict online consumer behavior in foreign online shops and identifies eight concepts that may influence the use of a Chinese online shop. In the fourth chapter, hypotheses will be generated on the basis of the previous theoretical concepts. The methodology, which includes the description of the model, the used method and the data processing, will be introduced in the fifth chapter. In chapter six, the general results of the descriptive statistics as well as the estimation of the PLSSEM approach will be presented. Finally, the seventh chapter will discuss the results and will derive appropriate options for action and will furthermore draw a conclusion for the thesis.
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