After walking through a decade since the millennium, shopping has been undergoing a remarkable transformation. From the most primitive form of exchanging goods with money on streets to the development of retail outlets and department stores, online shops are rapidly booming as one of the modern shopping preferences nowadays. This paper focuses to investigate the factors affecting shoppers' preference of choice between online shopping and mall shopping. The exploratory study examined 3 groups of shoppers including mall shoppers, online shoppers and cross shoppers to compare and contrast their concerned motives and behaviour as appeared in the two shopping modes. The comparison was based on a theoretical model derived in part from Fishbein and Ajzen.s "Theory of Reasoned Action (1980)"; Cowles, Kieker, and Little "E-tailing Theory (2002)”, Tauber (1972)'s Situational I Personal shopping motives model and a comprehensive literature review. The model identified the theoretical factors anticipated to influence the shoppers' groups shopping behaviors. A total of 297 shoppers in 3 shopping malls served as the purposive questionnaire samples. Factors derived from literatures were incorporated into the survey questions to identify the group of shoppers adopting e-shopping, cross shopping and mall shopping and their respective factors affecting their preference of choice. It was reviewed that apart from the various 'consumer', 'marketing' and 'technology' factors affecting e-shoppers, some of the factors were also found influencing the mall shoppers' preferences of choice in a similar way. Likewise, traditional factors motivating people to shop in mall have also infused with new social elements due to the e-era and people's change of lifestyle. In addition, special features and positioning in various malls were also discovered to exert a different impact on shoppers' option. To further enrich the research, face-to-face interview was also conducted with an online store manager and a shopping mall manager to obtain information from the management perspective. In reviewing their perceived reasons as to affect shoppers' preference to e-shopping and mall shopping, on top of the similar factors as suggested in the literatures, they both put much emphasis on the tactical strategies in business operation. Insights were drawn that online stores and shopping malls may not be direct competitors as one may not substitute the other. Recommendations on future business planning in each shopping mode were also made by frequently reviewing shoppers' desire and wants. The paper was concluded by summarizing the findings and to forecast the future shopping trends. Recommendations were also made to online stores and shopping mall operators to cope with shoppers' preferences and maximise their profit. / published_or_final_version / Housing Management / Master / Master of Housing Management

So Sun-Yiu Sunny. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2001. / Includes bibliographical references (leaves 38-40). / Abstracts in English and Chinese. / ABSTRACT --- p.ii-iii / ACKNOLEDGEMENT --- p.iv / TABLE OF CONTENTS --- p.v / INTRODUCTION --- p.1-3 / Internet in Hong Kong / LITERATURE REVIEW AND HYPOTHESES --- p.4-13 / Theory of Reasoned Action (TRA) / Attitudes toward e-shopping / Perceived Social Norm / E-Shopping Experience / Social Economic Status (SES) / Internet Usage / Economic Motivation / Trust / Perceived Control / Channels matching / METHOD --- p.14-18 / Procedure / Measures / RESULTS --- p.19-26 / General Demographics / Technical Demographics / WWW and Internet Usage / Personal Information Disclosure / E-Shopping / Measurement Model / Structural Model / DISCUSSION --- p.27-37 / Attitude and Social Norm / E-Shopping Experience / Channel Appropriateness / Intention for Future E-Shopping / Implications / Limitation and Future Research Direction / REFERENCE --- p.38-40 / TABLE --- p.41-52 / Table 1 to Table11 / FIGURE --- p.53-59 / Figure 1 to Figure5

by Kong Hiu-Shun, Wu Hui-Yu. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 124-126). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.v / LIST OF ILLUSTRATIONS --- p.vii / LIST OF TABLES --- p.viii / ACKNOWLEDGMENT --- p.ix / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- WHAT IS INTERACTIVE MULTIMEDIA? --- p.5 / Definition of Interactive Multimedia --- p.5 / Five Components of Interactive Multimedia --- p.6 / Importance of Interactive Multimedia --- p.7 / Chapter III. --- KEY APPLICATIONS OF INTERACTIVE MULTIMEDIA --- p.9 / Business --- p.9 / Education and Training --- p.12 / Education --- p.12 / Training --- p.15 / Communication --- p.18 / Entertainment --- p.20 / Chapter IV. --- IMPACT OF INTERACTIVE MULTIMEDIA --- p.21 / Chapter V. --- INTERACTIVE MULTIMEDIA SERVICES IN HONG KONG --- p.26 / Hongkong Telecom and Its Interactive Multimedia Services (IMS) --- p.26 / Legal Environment of Telecommunications in Related to IMS Development --- p.28 / Analysis of Industry Environment --- p.31 / Competitors and Substitutes --- p.31 / Suppliers --- p.33 / New Entrants --- p.34 / Customers --- p.34 / Assessment of Opportunities and Threats --- p.36 / Opportunities --- p.36 / Threats --- p.36 / Chapter VI. --- MARKETING PLAN OF HONGKONG TELECOM IMS --- p.38 / Target Customer --- p.38 / Marketing Mix of IMS --- p.39 / Product --- p.39 / Place --- p.42 / Price --- p.44 / Promotion --- p.45 / Assessment of Strengths and Weaknesses --- p.47 / Strengths --- p.47 / Weaknesses --- p.50 / Chapter VII. --- MARKET RESEARCH ON IMS --- p.51 / Purpose of Survey --- p.51 / Research Objectives --- p.51 / Research Methodology --- p.52 / Analytical Techniques --- p.53 / Data Analysis and Finding --- p.58 / Demographic Information --- p.58 / Current and Past Experience --- p.60 / "Awareness of Interactive Multimedia Service, VOD and Home Shopping" --- p.63 / Perception on the Importance of Factors in Considering the Subscription of VOD --- p.65 / Perception on the Importance of Factors in Considering the Use of Home Shopping Services --- p.66 / Willingness of Purchasing Products through Home Shopping Service --- p.67 / Willingness of Subscription of VOD at Different Monthly Charge --- p.69 / Willingness of Subscription of VOD at Different Charge Per Movie --- p.71 / Willingness of Subscription of Home Shopping Services at Different Product Prices --- p.76 / Willingness of Subscription of IMS --- p.79 / Chapter VIII. --- RECOMMENDATIONS --- p.83 / Awareness of the Services --- p.83 / Target Customer --- p.84 / Recommended Marketing Mix --- p.85 / Product --- p.86 / Price --- p.88 / Place --- p.89 / Promotion --- p.89 / Chapter IX. --- CONCLUSION --- p.91 / APPENDIX --- p.93 / BIBLIOGRAPHY --- p.124

by Chung Ka Po, Lai Chun Hung. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2000. / Includes bibliographical references (leaves 54-55). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- BACKGROUND - ABOUT THE BOOKSTORE INDUSTRY --- p.4 / What is an Online Bookstore --- p.4 / An Overview of the US Bookstore Industry --- p.5 / A review on Amazon.com: the US online bookstore giant --- p.6 / An overview of the Hong Kong bookstore industry --- p.7 / Online bookstores in Hong Kong --- p.10 / WTO's effect on the development of online bookstore in Hong Kong --- p.12 / Chapter III. --- LITERATURE REVIEW --- p.14 / Research into the Value of Internet Commerce to Customers --- p.14 / The Importance of Value --- p.17 / An Empirical Study --- p.18 / Chapter IV. --- METHODOLOGY --- p.19 / Questionnaire Development --- p.19 / Sample and Data Collection --- p.21 / Chapter V. --- MEASUREMENT --- p.22 / Definition of Variables --- p.22 / Chapter VI. --- RESULTS --- p.31 / Tests for Online Bookstore --- p.31 / Tests for Conventional Bookstore --- p.35 / Chapter VII. --- RECOMMENDATIONS & CONCLUSION --- p.40 / Recommendation 1: Better Security System --- p.40 / "Recommendation 2: Build Trust, Increase Brand Equity" --- p.42 / Recommendation 3: Increase Choice --- p.43 / Recommendation 4: Maximize Access to Information --- p.43 / Limitations and Future Research --- p.44 / APPENDIX --- p.47 / BIBLIOGRAPHY --- p.51

by Leung Kwong Lok, Wan Lai Yin, Carol. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 96-96). / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.iii / LIST OF FIGURES --- p.vi / LIST OF TABLES --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Electronic Commerce - an Emerging Market --- p.1 / Background on the Internet --- p.3 / Research Objectives --- p.5 / Methodology --- p.6 / Chapter II. --- ELECTRONIC COMMERCE ON THE NET --- p.8 / Size of the Internet Market --- p.8 / Market Potential for Internet Commerce --- p.11 / Business Models for Internet Commerce --- p.15 / Advertising Model --- p.15 / Subscription Model --- p.16 / Transaction Model --- p.17 / Advantages of Internet Shopping & Impact on the Value Chain --- p.19 / Advantages --- p.19 / Impact on Value Chain --- p.21 / Products/Services to be Sold on the Net --- p.22 / Ways to Attract and Sustain Cyber Customers --- p.24 / Strategic Issues that a Net Merchant will Face --- p.26 / Vendor Reliability --- p.28 / Accessibility of the Internet --- p.29 / Copyright --- p.30 / Other Issues --- p.32 / Chapter III. --- INTERNET SHOPPING TECHNOLGICAL ENABLERS --- p.33 / Overview --- p.33 / Intelligent Agent --- p.33 / Internet Payment System --- p.35 / Internet Appliance/Network Computer --- p.40 / Access Technology --- p.41 / Chapter IV. --- INTERNET AND E-COMMERCE DEVELOPMENT IN HONG KONG … --- p.44 / The Hong Kong Internet User Profile Analysis --- p.44 / The Internet Population Growth in Hong Kong --- p.44 / Internet User Demographic Profile --- p.44 / Usage profile --- p.46 / Legislation --- p.46 / Public Non-Exclusive Telecommunication Service (PNETS) License for IAP --- p.47 / Data Privacy Ordinance --- p.47 / Regulation of Obscene and Indecent Materials Transmitted On the Internet --- p.50 / Infrastructure Development --- p.50 / De-regulation Of The Hong Kong Telecommunication Industry --- p.51 / Hong Kong Internet eXchange (HKIX) --- p.52 / The Internet Industry Participants --- p.52 / Internet Access Provider --- p.53 / Internet Content Provider and Online Commerce Models --- p.55 / Chapter V. --- CASE STUDY --- p.60 / Cathay Pacific Airways Limited --- p.60 / Interview Summary --- p.61 / US Experience --- p.63 / Wellcome Company Limited --- p.64 / Interview Summary --- p.66 / U.S. Experience --- p.69 / CityLine (Hong Kong) Ltd --- p.73 / Interview Summary --- p.74 / U.S. Experience --- p.76 / Universal Networks --- p.78 / Interview Summary --- p.78 / US Experience --- p.80 / MEDIA Magazine --- p.82 / Interview Summary --- p.82 / US Experience --- p.84 / Summary Of Interviews --- p.85 / Companies' Expectation And Actual Results --- p.85 / Obstacles Encountered --- p.86 / Wish List --- p.86 / Chapter VI. --- CONCLUSION AND RECOMMENDATIONS --- p.88 / Cultural Factor --- p.89 / Environmental Factor --- p.89 / Technological Factor --- p.90 / Regulatory Factor --- p.91 / Media Impact --- p.91 / Chapter VII. --- LIMITATIONS --- p.92 / APPENDIX --- p.93 / BILIOGRAPHY --- p.96

by Lou Suk-Yee. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references. / EXECUTIVE SUMMARY --- p.i / TABLE OF CONTENTS --- p.iv / Chapter / Chapter 1. --- BACKGROUND --- p.1 / Study Objectives --- p.1 / Scope --- p.2 / Methodology --- p.2 / Chapter 2. --- INTRODUCTION --- p.4 / Chapter 3. --- BASICS OF DIRECT MARKETING --- p.6 / Direct Response --- p.6 / Direct Mail --- p.6 / Telemarketing --- p.7 / Chapter 4. --- RETAILING ON THE INTERNET --- p.8 / Consumer Involvement --- p.8 / Interactive Marketing Model --- p.9 / Two-step Marketing Model --- p.9 / Categories of Vendors on the Internet --- p.10 / Benefits of Internet Shopping --- p.13 / Arguments Against Internet Shopping --- p.16 / Chapter 5. --- INTERNET SHOPPING IN THE US --- p.20 / Web Citizen Demographics and Preferences --- p.20 / Online Shopping in the US --- p.21 / US Internet Shoppers Profile --- p.22 / Chapter 6. --- INTERNET SHOPPING IN HONG KONG --- p.26 / Hong Kong: A Unique Market --- p.26 / Web Citizen Demographics --- p.28 / Consumer Attitudes --- p.28 / Hong Kong Merchants on the Internet --- p.33 / Chapter 7. --- THE FUTURE OF INTERNET SHOPPING --- p.42 / Infrastructure --- p.42 / Software --- p.42 / Payment System --- p.43 / Fulfillment System --- p.44 / Local/ Regional Search Engines --- p.44 / Chapter 8. --- CONCLUSIONS AND RECOMMENDATIONS --- p.46 / Conclusions --- p.46 / Recommendations --- p.47 / Chapter APPENDIX 1 : --- QUESTIONNAIRE --- p.48 / Chapter APPENDIX 2 : --- PROFILE OF RESPONDENTS --- p.55 / Chapter APPENDIX 3 : --- HONG KONG MERCHANTS ON THE INTERNET --- p.59 / Chapter APPENDIX 4 : --- """ONLINE SHOPPING HONG KONG"" SEARCH RESULTS" --- p.65 / Chapter APPENDIX 5 : --- SAMPLES OF WEB SITES FROM HONG KONG MERCHANTS