Investigating the factors that affect consumer loyalty among online shoppers in China : A survey of T-mall

The purpose of this study is to find out which aspects of consumer loyalty factors derivedfrom the existing literature are regarded as important by loyal Chinese online consumers, byusing T-mall’s consumers as an example. In doing so, this thesis intends to generate a betterunderstanding of consumer loyalty with regard to online shopping in the Chinese market.This research is a qualitative study that was conducted using a survey. The data that formedthe basis of our analysis were gathered from responses to a questionnaire which was designedaccording to the theoretical framework. The questionnaires were posted on the Chinesewebsite BaiduPostbar.Based on the results of our analysis, the most important aspects according to the loyalChinese online consumers are “low prices”, “accuracy of the product’s description”,“consumer-written reviews”, “proper delivery” and the possibility to use a “third-partypayment system”. The possibility to chat online with representatives from the retailer isregarded as the least important aspect affecting consumer loyalty of Chinese online shoppers.