With the development of Internet technology, e-commerce is becoming more and more popular nowadays. A tremendous number of small and medium size enterprises have emerged, selling goods in e-commerce platforms. However, the transactions of counterfeit products on e-commerce platforms are becoming more severe in global electronic commerce, particularly in Chinese online markets. Not only are consumers and brand-owners suffering the loss of money, but also the whole ecosystem of e-commerce is being damaged by counterfeit issues. Accordingly, e-commerce platforms, which serve as the third party of online businesses, have a significant role to play in this serious situation. How e-commerce platforms handle counterfeit problems can be quite urgent.This thesis chooses Alibaba as a special case to study, considering its e-commerce platform Taobao, which has a large market share or e-commerce market place and always suffers a bad reputation of counterfeits distribution, as the most suitable and representative e-commerce platform in China. The research uses both interviewing and documental data as different resources to study the case. Learning from the perspective of e-commerce platforms, combined with mechanism theory, principle-agent theory, trust system, reputation theory, and contestable market theory, this research wants to reach a deeper understanding of the challenge counterfeits have made in Taobao. What measures Alibaba has done and how these measures are going on are the research questions in this case.The results of this investigation shows that Alibaba did try several ways to combat against counterfeit problems such as building some specific mechanisms like “return-back system”, “Xiaoer” and “Mantianxing plan”, considering trust, reputation and information asymmetry factors. Many people show their appreciations and supports to Alibaba’s measures and the current situation of counterfeit in Taobao is eased by these measures. But there is still a long way to go and many more things could be done to face the counterfeit challenge.

Aim:The aim of our study is to analyzeelements of online trust building process from sellers’ standpoint based on case study of Chinese website: Taobao. Method:This study was conducted in qualitative method with 12 interviewees as online sellers from Taobao website. Data presentation involves tables and figures to help readers to understand trust building process and apply it in business. Result & Conclusions: Online trust building is dynamic and interactive. Three main elements of trust building are product, communication and 3rd party. Trust building process goes through three stages: knowledge-based trust, experience-based trust, and relationship-based trust. Suggestions for future research: Limitation of generality suggests further study in quantitative method. Since it is a single case study specific in China, comparison cross-culture or between websites is also suggested as future possibilitiesto test generalizability of this theoretic framework. Contribution & implication: This study provided atheoretic framework for online trust building process in real-world context. Management implication was suggested to focus on development of product, communication and 3rdparty service for sellers and website holder

The growing technology has changed the form of advertising and user behavior. Recent years, the amount of personalized advertising is on a steady rise. Personalized advertising is based on a method called retargeting to tailor the advertisements to individual consumers by inferring their interests and preferences.However, there are still many deficiencies in personalized advertising that reduce the user experience. Understanding the attitudes of users and companies to personalized advertising can help improve these deficiencies. Hence, the purpose of this study is to compare different opinions regarding personalized advertising from Chinese consumers and companies towards Taobao respectively.This investigation uses a case study method to study the purpose. Taobao is an e-commerce platform with a high frequency of personalized advertising and has a great impact on China. Therefore, Taobao has been chosen as our case. First the background of personalized advertising is introduced, and then personalized advertising in Taobao is described. The different opinions of both consumers and companies are studied. In general, consumers have a positive attitude towards personalized advertising. However, there is a need for improvement in terms of privacy, trust and effectiveness. For companies, the effect of personalized advertising is satisfying, but the price makes is difficult for them to afford it.

An increasing number of foreign companies want to enter the Chinese market. Online advertising is one of the indispensable means of the company's operation and marketing, and foreign companies poorly understood the online advertising channels in China. Therefore, this study uses the AISAS model to study the preferences of Chinese millennial generation Taobao users for online advertising channels. And research through three dimensions are gender, city level and different product categories. Specifically, this research through online questionnaires and finally collected 150 samples, it was found that Chinese millennial generation Taobao users favored the promotion of WeChat public accounts, followed by Pre-movie adverts. Further, the study confirms that consumers do have preferences for online advertising choices and that they will change as they are placed on different e-commerce platforms. Based on the previous study's interpretation of preferences, the preferences are defined as five exact post behaviors to better evaluate consumers' choices for online advertising. Moreover, through data analysis, it is found that there are differences between male and female online advertising channels among Chinese millennial generation Taobao users. Females prefer online advertising channels that are interactive than males such as live streaming. Males prefer online advertising channels that are dominated by pictures/images for instance mini banners in App and Web. In addition, live streaming has an advantage in the household goods category.