MOVING RETAIL SHOPPERS FROM IN-STORE TO ONLINE: A CASE STUDY OF TAOBAO WEBSITE

Abstract

Nowadays, the convenience network with the high speed development, not only expand the horizons of people, but also enormous help for people’s life. Based on this reason, in order to adjust to the development of network, many retailers gradually transfer the in-store to online store. The research reveals significant positive relations throughout, from online shopping experience to behavioral loyalty. This indicates that online shopping experience has a significance impact on identification with the stores (both self-and social-identification), as well as online shopping community and loyalty. The case study company is e-commerce Company named Taobao which is the biggest online retail website in China. Literature review was done to get these elements. The researcher will use quantitative research to analysis and use questionnaire collect and distribute to identify some opinions from customers. Furthermore, through these data analyze whether has significant positive impact or not between online shopping experience, self-identification, social identification, online shopping community and behavioral loyalty. With the development of online stores, online shopping experience content becomes variety and fashion. Before that, leveraging in-store elements, the shopper’s store experience can lead to identification with the store as well as community, and finally make customers’ buying behavioral loyalty. The research objectives are going to know that does online shopping experience has significant influence on self-identification or not? Does online shopping has significant influence on social-identification or not? Does self-identification has significant influence on social-identification or not? Does self-identification and social-identification have significant influence on online shopping community or not? Does online shopping community has significant influence on behavioral loyalty or not when moving shoppers in-store to online store, and finally know how to build more loyal customers for TaoBao. Based on the result, the researcher suggested managers or shoppers should leverage mobile messaging of in-store promotions, by repetition in the online store. This reinforces a holistic store message, driving deeper identification. Combined, these tactics can drive a deeper identification with the store, build a stronger sense of community, and build loyalty with the shopper.