Title: Investigation into factors influencing Chinese youth consumers’ online and offline purchase toward grocery products.
Research Objectives
1. To establish the unique characteristics of e-commerce and traditional brick and mortar businesses
2. To examine how price sensitivity affects customers’ selection of products on the e-commerce and brick and mortar business platforms
3. To determine strategies that have to be implemented by both business models so as to increase customer satisfaction levels
4. To establish the factors that make the Chinese youth customers have a higher level of loyalty to e-commerce that the traditional brick and mortar business models
