Does Taobao increase the popularity of counterfeit purchasing in China?

Yang, Mengyao (2016) Does Taobao increase the popularity of counterfeit purchasing in China? [Dissertation (University of Nottingham only)]

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Both The Office of the United States Trade (USTR) and the European Commission reported that the total number of seized counterfeit products from China significantly surpass those from other countries (Yang, 2016). With the development of technology especially the popularity of Internet in China, Chinese young consumers who is skilful in using online shopping prefer to purchase counterfeits online and thereby solving counterfeiting issues in China seems more difficult than ever.

In order to solve counterfeiting problem, two main subjected should be concentrated, that is, the suppliers and the buyers. However, sometimes, suppliers can also be considered as buyers because some of them buy counterfeits from others and reproduce or resell to the next consumers. Thus, this dissertation seeks to ascertain whether young consumers are the most potential consumers to buy online counterfeits and their motivations of purchasing counterfeits on Taobao which is an important B2C and C2C online shopping platform of Alibaba.

This study is going to examine the motivations through four aspects, namely personal, product, social and place factors and also the contributions of Taobao in increasing the prevalence of counterfeits in China will be discussed in the four motivations. The research was conducted by using interviews as a research method and followed an interview guide. Twenty participants were involved in the interviews and the snowball sampling technique was utilised. Finally, the data was analysed by using thematic analyses.

Item Type: Dissertation (University of Nottingham only)
Depositing User: YANG, Mengyao
Date Deposited: 13 Mar 2017 14:45
Last Modified: 19 Oct 2017 16:58

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