Internet Users’ Consumption Behaviour in China 2001 Major Findings

1. Purpose of Research, Materials and Methodology
1.1 Purpose of Research
1.2 Research Materials
1.3 Structure of Questionnaire
1.4 Data Collection
1.5 Data Processing Techniques

2. Sampling Background
2.1 Sampling According to Geographical Distribution
2.2 Current State of Chinese Internet Users
2.2.1 Proportion of Male to Female Chinese Internet Users
2.2.2 Marital Status of Chinese Internet Users
2.2.3 Age Distribution of Chinese Internet Users
2.2.4 Education Level of Chinese Internet Users
2.2.5 Job Distribution of Chinese Internet Users
2.2.6 Income Status of Chinese Internet Users

3. The Present Status of Chinese Internet Users’ Online Shopping
3.1 Status of Chinese Online Shopping
3.1.1 Channels Through Which Online Shoppers Learn About Shopping Websites
3.1.2 Websites Most Frequented by Chinese Online Shoppers
3.1.3 The Main Commodities Purchased by Online Shoppers
3.1.4 The Frequency of and Amount Spent on Online Shopping in 2000 by Chinese Online Shoppers
3.1.5 Methods of Payment Preferred by Chinese Online Shoppers
3.1.6 Online Shoppers Attitude and Selection of Goods Delivery Methods
3.1.7 Complaints About Online Shopping
3.1.8 Degree of Satisfaction of Chinese Online Shoppers in 2000
3.2 Reasons Limiting Internet Users Shopping Online
3.3 Online Shopping Trends of Chinese Internet Users in 2001
3.3.1 Average Amount Spent per Chinese Internet User Shopping Online in 2001
3.3.2 Main Commodities Purchased by Chinese Internet Users Online in 2001
3.3.3 Transactions Chinese Internet Users Will Make Online in 2001

4. The Influences of Everyday Shopping Behaviour on Internet User Online Shopping
4.1 Offline Traditional Shopping Behaviour and Online Shopping Behaviour
4.1.1 Existing Differences Between the Factors Influencing Everyday Shopping Behaviour of Shoppers and Browsers
4.1.2 Factors Affecting Shoppers’ and Browsers’ Evaluation of Online Shopping
4.2 Primary Characteristics of Online Shoppers, Criteria for Website Selection, Usage Patterns of Shopping Websites and the Effects of Everyday Shopping Behaviour on Online Shopping Behaviour.
4.2.1 Primary Characteristics of Online Shoppers
4.2.2 Shopper Criteria for Website Selection
4.2.3 Usage Patterns of Shopping Websites
4.2.4 Characteristics of Five Different Groups of Online Shoppers
4.2.5 Analysis of Online Shopping Behaviour
4.3 Analysis of Reasons for Chinese Internet Users Not Shopping Online

5. Major Findings
5.1 The Proportion of Females Shopping Online Will Gradually Increase.
5.2 The Proportion of the High-Spending Group Among Online Shoppers Will Increase
5.3 The Range of Products Suitable For Online Sale Tends Toward Those of Europe and America
5.4 In The Near Future, Beijing and Shanghai Will be the Most Suitable Cities to Develop B2C e-Commerce on the Chinese Mainland
5.5 Website Location, Advertising and Product Line Marketing
5.6 Online Shopping Satisfaction is Related to the Frequency of and Amount Spent on Online Shopping
5.7 Factors Affecting the Appraisal of Online Shopping by Internet Users
5.8 Online Shoppers’ Criteria for Selection of a Shopping Website and Usage Patterns of Shopping Websites
5.9 Main Behavioural Characteristics of Chinese Online Shoppers

Appendix 1