Comparison of Online Consumer Behaviour in the Athletic Footwear Industry in North America, Europe and Asia

• Main Author: 丹馬可
• Other Authors: LIU, SHANG-CHIA
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/8476je

碩士 === 輔仁大學 === 國際創業與經營管理學程碩士在職專班 === 106 === The main purpose of this dissertation is acquiring a deep knowledge about which are the differences in the internet/online consumer behaviour focus on the running shoes purchases in three different continents: North America, Europe and Asia -the world most powerful economies-. To do so, two countries of each territory has been selected and studied. The ones that has been chosen are The United States and Canada for North America, Spain and France for Europe and China and Taiwan for Asia. Each case has been studied in two different analysis styles, first of all a quantitative analysis, which has been answered by the same amount of people of each continent. This first type of information selected provided figures that helps understand which are the different behaviour in six selected variables. On the other hand, a qualitative has been done through a series of interviews to one person from each selected country. The second model, provided more in-depth information which is interesting to clearly understand the differences and rely both collected data. This will give an accurate photo of the reality of how people behaves at the time to purchase running shoes online.