Shopping preferences of young people in Shanghai
Chen, Xinyuan; Shen, Xinyue (2023)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121135815
https://urn.fi/URN:NBN:fi:amk-2023121135815
Tiivistelmä
With the reopening of China, the demand for offline shopping among people living in Shanghai has continued to rise, and the shopping preferences of young people in Shanghai is a reference research topic. This study aimed to understand the current shopping channels and shopping styles of young people in Shanghai, how to get them to spend money in physical shops, and whether they are willing to try new shopping styles in the future.
Because of limited duration of a study that was conducted in the thesis and the small sample size, descriptive analytical methods were used. A questionnaire on the shopping preferences of young people in Shanghai was prepared through quantitative research to obtain research materials.
The results of the study showed that there are differences in online and offline shopping behaviour among young people in Shanghai. The preference for either online or offline shopping depends on the type of the goods. The comparison of different influencing factors showed they have different impacts on young people in Shanghai. Based on this, suggestions for online and offline shopping and prospects for further development are presented.
Because of limited duration of a study that was conducted in the thesis and the small sample size, descriptive analytical methods were used. A questionnaire on the shopping preferences of young people in Shanghai was prepared through quantitative research to obtain research materials.
The results of the study showed that there are differences in online and offline shopping behaviour among young people in Shanghai. The preference for either online or offline shopping depends on the type of the goods. The comparison of different influencing factors showed they have different impacts on young people in Shanghai. Based on this, suggestions for online and offline shopping and prospects for further development are presented.