Mobile Social Commerce in China: The Interactive Role of Platforms
(2020) BUSN39 20201Department of Business Administration
- Abstract
- Title: Mobile Social Commerce in China: The interactive role of platforms
Date of the seminar: 4 June 2019
Course: BUSN39 Degree Project in Global Marketing
Authors: Jiewen Cheng & Svenja Sabrina Tänzer
Supervisor: Tommy Shih
Keywords: mobile s-commerce platforms, interaction, communication, community, commerce
Thesis purpose: This thesis aims to give a better understanding of the interactive role that platforms play in mobile s-commerce. Therefore, the company’s and customers’ perspectives are explored concerning their usage of interactive platform features.
Methodology: The study of this thesis was based on a case study of Tchibo GmbH’s operations on Taobao and Weibo and its customers. A qualitative research method... (More) - Title: Mobile Social Commerce in China: The interactive role of platforms
Date of the seminar: 4 June 2019
Course: BUSN39 Degree Project in Global Marketing
Authors: Jiewen Cheng & Svenja Sabrina Tänzer
Supervisor: Tommy Shih
Keywords: mobile s-commerce platforms, interaction, communication, community, commerce
Thesis purpose: This thesis aims to give a better understanding of the interactive role that platforms play in mobile s-commerce. Therefore, the company’s and customers’ perspectives are explored concerning their usage of interactive platform features.
Methodology: The study of this thesis was based on a case study of Tchibo GmbH’s operations on Taobao and Weibo and its customers. A qualitative research method with an abductive approach was applied to explore in-depth information about the selected case.
Theoretical perspective: The conceptual framework used in this study is based on previous research on the role of online platforms and the design features of mobile s-commerce platforms.
Empirical data: Nine semi-structured interviews of which two were with Tchibo GmbH’s managers and seven were with Tchibo’s Weibo followers.
Findings/conclusions: The results show that communication, community, and commerce features play an important role in the interaction between companies and customers on mobile s-commerce platforms. Moreover, there are indications that intentions influence which features will be used for interaction. On a theoretical basis, this thesis adds to the research about the company-customer interaction in the mobile s-commerce context.
Practical implications: For practitioners the most important implication is to create relevant content on mobile s-commerce platforms this includes providing the same content on multiple channels. Here, we suggested that live streams should use the same KOLs on multiple platforms. Furthermore, trust should be created through the follower base and intentions which determine the interactive features are used by customers should be identified. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9015479
- author
- Taenzer, Svenja Sabrina LU and Cheng, Jiewen LU
- supervisor
-
- Tommy Shih LU
- organization
- course
- BUSN39 20201
- year
- 2020
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- mobile s-commerce platforms, interaction, communication, community, commerce
- language
- English
- id
- 9015479
- date added to LUP
- 2020-06-11 09:14:36
- date last changed
- 2020-06-11 09:14:36
@misc{9015479,
abstract = {{Title: Mobile Social Commerce in China: The interactive role of platforms
Date of the seminar: 4 June 2019
Course: BUSN39 Degree Project in Global Marketing
Authors: Jiewen Cheng & Svenja Sabrina Tänzer
Supervisor: Tommy Shih
Keywords: mobile s-commerce platforms, interaction, communication, community, commerce
Thesis purpose: This thesis aims to give a better understanding of the interactive role that platforms play in mobile s-commerce. Therefore, the company’s and customers’ perspectives are explored concerning their usage of interactive platform features.
Methodology: The study of this thesis was based on a case study of Tchibo GmbH’s operations on Taobao and Weibo and its customers. A qualitative research method with an abductive approach was applied to explore in-depth information about the selected case.
Theoretical perspective: The conceptual framework used in this study is based on previous research on the role of online platforms and the design features of mobile s-commerce platforms.
Empirical data: Nine semi-structured interviews of which two were with Tchibo GmbH’s managers and seven were with Tchibo’s Weibo followers.
Findings/conclusions: The results show that communication, community, and commerce features play an important role in the interaction between companies and customers on mobile s-commerce platforms. Moreover, there are indications that intentions influence which features will be used for interaction. On a theoretical basis, this thesis adds to the research about the company-customer interaction in the mobile s-commerce context.
Practical implications: For practitioners the most important implication is to create relevant content on mobile s-commerce platforms this includes providing the same content on multiple channels. Here, we suggested that live streams should use the same KOLs on multiple platforms. Furthermore, trust should be created through the follower base and intentions which determine the interactive features are used by customers should be identified.}},
author = {{Taenzer, Svenja Sabrina and Cheng, Jiewen}},
language = {{eng}},
note = {{Student Paper}},
title = {{Mobile Social Commerce in China: The Interactive Role of Platforms}},
year = {{2020}},
}