臺灣博碩士論文加值系統

The purpose of this master thesis “The Comparison of E-commerce in China and Sweden” is to investigate if there is evidence to suggest that there are differences between
Chinese internet users and Swedish internet users attitude, values and actions in relation to e-commerce. To increase the knowledge and identify differences that could be of
service for Chinese/Swedish internet shops that would like to expand to the Swedish/Chinese market. Or for Chinese/Swedish internet shops that just learn more about their own home market.
The investigation was made in the form of internet questionnaire directed toward Chinese and Swedish internet users. The total number of respondents where 298, with
149 respondents from each country.
Among the major findings was that Chinese internet users thinks that a low price is more important then their Swedish counterparts and Swedish internet users thinks that
security is a more important issue then the Chinese internet users. Chinese internet users also shows a tendency to be more nationalistic in their attitudes to e-commerce.
Internet and e-commerce is a fast changing field and the number of Chinese internet users is growing extremely fast. While the Swedish internet users is more a mature community.
The Chinese internet community will soon be the biggest in the world, and a hugh market for internet shops. This makes the questions that this master thesis is investigating
important. The final part of the thesis contains practical policy recommendations for internet shops that want to expand to China from Sweden or from a Sweden to China.

The purpose of this master thesis “The Comparison of E-commerce in China and Sweden” is to investigate if there is evidence to suggest that there are differences between
Chinese internet users and Swedish internet users attitude, values and actions in relation to e-commerce. To increase the knowledge and identify differences that could be of
service for Chinese/Swedish internet shops that would like to expand to the Swedish/Chinese market. Or for Chinese/Swedish internet shops that just learn more about their own home market.
The investigation was made in the form of internet questionnaire directed toward Chinese and Swedish internet users. The total number of respondents where 298, with
149 respondents from each country.
Among the major findings was that Chinese internet users thinks that a low price is more important then their Swedish counterparts and Swedish internet users thinks that
security is a more important issue then the Chinese internet users. Chinese internet users also shows a tendency to be more nationalistic in their attitudes to e-commerce.
Internet and e-commerce is a fast changing field and the number of Chinese internet users is growing extremely fast. While the Swedish internet users is more a mature community.
The Chinese internet community will soon be the biggest in the world, and a hugh market for internet shops. This makes the questions that this master thesis is investigating
important. The final part of the thesis contains practical policy recommendations for internet shops that want to expand to China from Sweden or from a Sweden to China.

CHAPTER 1 Introduction…………………………………………. 1
1.1 Motivation..…………………………………. 2
1.2 Trends of E-Commerce……………………… 2
1.3 Research Hypotheses ………………………. 9
1.4 Literature Review …………………………… 9
CHAPTER 2 Methodology………………………………………... 11
2.1 Limitations of Study ………………………... 11
2.2 Sampling Process…… ……….………….…… 11
2.3 Questionnaire Design ………………………… 12
2.4 The Content of the Questionnaire…….. ……. 14
2.5 Summary………….. ………………………... 17
CHAPTER 3 Results of the Questionnaire Sweden……………….... 18
3.1 Questionnaire Section A…………………... … 18
3.2 Questionnaire Section A: Gender Difference… 20
3.3 Questionnaire Section A: Age Differences…... 21
3.4 Questionnaire Sweden – Section B…………… 23
3.5 Questionnaire Sweden – Section C…………… 35
3.6 Questionnaire Sweden- Section D……………. 37
3.6.1 Questionnaire Sweden- Section D: Statements.. 39
3.6.2 Questionnaire Sweden- Section D: Statements.. 40
3.7 Questionnaire Sweden – Section E…………… 41
3.8 Questionnaire Sweden – Section F…………… 44
3.9 Summary………….. ………………………... 44
CHAPTER 4 Questionnaire to the Internet Users in China………. 46
4.1 Questionnaire China – Section A……… ….. 46
4.2 Questionnaire China – Section A: Age….. 48
4.3 Questionnaire China – Section B………….. 49
4.4 Questionnaire China– Section C…………… 58
4.5 Questionnaire China – Section D…………. 60
4.5.1 Questionnaire China – Section D: Statements 63
4.5.2 Questionnaire China – Section D: Statements 64
4.6 Questionnaire China – Section E………….. 65
4.7 Questionnaire China – Section F………….. 67
4.8 Summary………….. ………………………... 67
CHAPTER 5 Comparison Results Internet Users China /Sweden.. 69
5.1 Questionnaire China/Sweden Section A…… 69
5.2 Questionnaire China/Sweden Section A…… 71
5.3 Questionnaire China/Sweden – Section B…. 72
5.3.1 Questionnaire China/Sweden – Section B…. 74
5.3.2 Questionnaire China/Sweden – Section B…. 76
5.4 Questionnaire China/Sweden – Section C….. 77
5.5 Questionnaire China/Sweden – Section D…. 79
5.6 Questionnaire Sweden/China – Section E….. 80
5.7 Questionnaire Sweden/China – Section F……. 83
5.8 Summary………….. ………………………... 84
CHAPTER 6 Conclusion …………….………………………….. 85
6.1 Research Conclusions……………………… 85
6.2 Policy Recommendations………………… 87
REFERENCES……………………………………………………………. 92
Appendix Appendix 1: Questionnaire (China)………………… 95
Appendix 2: Questionnaire (Sweden)………..……... 106

Table 3-1 Factors of Relative Importance– Sweden……............. 18
Table 3-2 Factors of Relative Importance– Sweden Female…… 20
Table 3-3 Factors of Relative Importance– Sweden Male……… 21
Table 3-4 Male Respondents over 30 Years in Sweden………… 22
Table 3-5 Female Respondents over 30 Years in Sweden……… 22
Table 3-6 Value of E-commerce Aspects in Sweden Male…… .. 24
Table 3-7 Value of E-commerce Aspects in Sweden Female… . 28
Table 3-8 Value of E-commerce Aspects in Sweden All…….… 31
Table 3-9 Highest Ranking E-commerce Aspects in Sweden….. 34
Table 3-10 Lowest Ranking E-commerce Aspects in Sweden…... 35
Table 3-11 Most Important Subcategories Sweden……………… 36
Table 3-12 Least Important Subcategories Sweden……………… 37
Table 3-13 Statements about E-commerce Sweden Male…….… 38
Table 3-14 Statements about E-commerce Sweden Female…….. 39
Table 3-15 Statements about E-commerce Sweden All…….…… 39
Table 3-16 Highest Ranking Statements Sweden…………….… 40
Table 3-17 Lowest Ranking Statements Sweden…………….… 41
Table 4-1 Factors of Relative Importance– Chinese Male….… 46
Table 4-2 Factors of Relative Importance– Chinese Female…. 47
Table 4-3 Factors of Relative Importance– Chinese All……… 47
Table 4-4 Respondents over 30 Years in China………………. 49
Table 4-5 Respondents over 30 Years China Female……….... 49
Table 4-6 Value of E-commerce Aspects in China Male……... 50
Table 4-7 Value of E-commerce Aspects in China Female….… 51
Table 4-8 Value of E-commerce Aspects in China All…….….. 52
Table 4-9 Highest Ranking E-commerce Aspects in China….… 57
Table 4-10 Lowest Ranking E-commerce Aspects in China.…… 58
Table 4-11 Most Important Factors China……………….…….. 59
Table 4-12 Least Important Factors China……………………… 60
Table 4-13 Statements about E-commerce China Male……..….. 62
Table 4-14 Statements about E-commerce China Female…….... 62
Table 4-15 Statements about E-commerce China All……….….. 62
Table 4-16 Highest Ranking Statements China…………..……. 63
Table 4-17 Lowest Ranking Statements China………….……… 64
Table 5-1 Comparison of the Total Respondents Ranking in A.. 69
Table 5-2 China top 5……………………………………….… 73
Table 5-3 Sweden top 5…………………………………..…… 73

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