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Nowadays, more and more people choose shopping online in China (eshopworld, 2019). In this blog, I will tell you my feelings and comments about shopping on Tmall. Tmall is a b2c company owned by Alibaba, and Tmall accounts for more than 50% of the market share of e-commerce in China (Sharon Kwok, 2018). 

Source: https://www.marketing-interactive.com/alibaba-tops-e-commerce-market-share-while-facing-fresh-competition-in-china/

Source: Alibaba Group-website of tmall.com

When I open the interface of Tmall app on my phone, the interface is very clear, and the function of the app is very perfect, making it easy to use. Then, there are special sections for all kinds of products. I can buy all kinds of fresh food, clothes, electronic products, daily necessities and almost everything on Tmall.

According to the data, people aged between 16 and 34 are the most active online shoppers, and the elderly rarely participate in online shopping (eshopworld, 2019). And the elderly rarely use phones or tablets. And when the elderly encounter problems when browsing the website, they seldom consult customer service (Shen C., Zhou L., Lin S., 2014).

If I want to buy something on Tmall, I only need to open my mobile phone Tmall app and input the product name I want to buy, and then some sellers will appear. They may all sell the same product, but I only need to choose a seller and buy it. If I have some questions when buying products, such as not knowing the ingredients of the products or the size of the clothes, I will consult the customer service, and the customer service staff will be very enthusiastic and quick to reply to my doubts, which undoubtedly makes me feel very trust and satisfied. After purchase, I can check the real-time logistics status of my package through the same app, which I think is very good. Moreover, after I receive the products, I can rate the online shopping, and other shoppers can see my comments.

Overall, Tmall shopping was a very good shopping experience. In addition, I will have the intention to purchase again next time.

Source: Framework for online customer experiences. (Chaffey & Ellis-Chadwick, 2019).

This picture clearly shows the operational process of online customer experiences.

There are eight views in the blue area. The first one is information processing which is how do consumers process useful information. 

Perceived ease-of-use refers to the user on the web site or mobile phone software easy to use.

Perceived usefulness is how it relates to consumers' daily lives. For example, I can open my mobile phone Tmall at any time and check the item information.

Perceived benefits are if the customer is satisfied with the online purchase behavior, then he will support the brand. There are big discounts on Tmall double 11, people will love it, save much money (Kaur, 2017). 

Perceived control is how can consumers skillfully use shopping online.

Skill means the more people use online shopping, the better their ability to shop online.

Trust and risk. It has a great influence on customers' purchasing behavior. The consumer always wants to avoid risk.

Enjoyment. Is a happy online shopping experience (Chaffey & Ellis-Chadwick, 2019).

In the green area is about the experience, there are two views in this part. The cognitive state is about how people think, and affective state is about people how to feel (Chaffey & Ellis-Chadwick, 2019). According to my own experience, I think Tmall shopping is a happy thing because I can easily use the app, the customer service is very enthusiastic, and the payment process is absolutely safe.

In the end, the final part of the online customer experience is customer satisfaction and repurchase intention (Chaffey & Ellis-Chadwick, 2019). Customer satisfaction refers to the degree of customer satisfaction at shopping. Re-purchase means customers' willingness to buy back (Copley, 2017).

Source: https://images.app.goo.gl/jWVzgpaQU6CwHcv19

References

Chaffey, D, & Ellis-Chadwick, F 2019, Digital Marketing, Pearson Education Limited, Harlow, United Kingdom. Available from: ProQuest Ebook Central. [22 August 2019].

eshopworld. (2019) Insights into the growth of China eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled. Viewed from
https://www.eshopworld.com/blog/china-ecommerce-insights/

Shen C., Zhou L., Lin S. (2014) Older Adults’ Online Shopping Behavior in China. In: Rau P.L.P. (eds) Cross-Cultural Design. CCD 2014. Lecture Notes in Computer Science, vol 8528. Springer, Cham

Sharon Kwok. (2018) Alibaba tops e-commerce market share while facing fresh competition in China. Viewed from
https://www.marketing-interactive.com/alibaba-tops-e-commerce-market-share-while-facing-fresh-competition-in-china/

Tarandip Kaur. (2017) 11/11: Everything To Know About Singles' Day. Viewed from
https://www.forbes.com/sites/tarandipkaur/2017/11/08/1111-everything-to-know-about-singles-day/#48a0e556f61c

Lisa Copley. (2017) 6 reasons why customer satisfaction is important. Viewed from
https://www.allaboutcalls.co.uk/the-call-takers-blog/6-reasons-why-customer-satisfaction-is-important

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Youtube video---How to make tomato and egg soup.

Source:  https://youtu.be/a6nposy1czA