| Abstract | 第1-8页 |
| 1 Introduction | 第8-15页 |
| ·Background | 第8-9页 |
| ·Problem statement | 第9-11页 |
| ·Purpose | 第11-13页 |
| ·Thesisstructure | 第13-14页 |
| ·Definitions and acronyms | 第14-15页 |
| 2 Theory and method | 第15-20页 |
| ·Research approaches | 第15页 |
| ·Choice of method and research strategy | 第15-16页 |
| ·Literature study | 第16页 |
| ·Quantitative method | 第16-17页 |
| ·Selecting sample | 第17页 |
| ·Response | 第17-18页 |
| ·Collection of data | 第18页 |
| ·Analysis procedure | 第18页 |
| ·Trustworthiness | 第18-20页 |
| 3 Comparative analysis of B2C e-commerce between China and Russia from perspective of goods delivery | 第20-35页 |
| ·The concept of e-commerce | 第20-27页 |
| ·E-commerce order fulfillment | 第21-23页 |
| ·B2C e-commerce in China | 第23-26页 |
| ·B2C e-commerce in Russia | 第26-27页 |
| ·Customer service in B2C E-commerce from perspective of goods delivery | 第27-32页 |
| ·E-commerce logistics | 第27-28页 |
| ·Related concept in B2C E-commerce in China and Russia | 第28-29页 |
| ·Customer service in E-commerce logistics | 第29-32页 |
| ·Quality of service | 第30-31页 |
| ·Customer loyalty | 第31-32页 |
| ·Theoretical emphasis | 第32-35页 |
| 4 Empirical findings | 第35-49页 |
| ·Users of e-commerce driven delivery service | 第35-37页 |
| ·E-shoppers in Russia | 第36页 |
| ·E-shoppers in China | 第36-37页 |
| ·Percentage of respondents who shopping online | 第37-38页 |
| ·Percentage of respondents who shopping online in Russia | 第37-38页 |
| ·Percentage of respondents who shopping online in China | 第38页 |
| ·E-shopper's preference of delivery operators in the B2C e-commerce value chain | 第38-40页 |
| ·E-shopper's preference of delivery operators in the B2C e-commerce in Russia | 第39-40页 |
| ·E-shopper's preference of delivery operators in the B2C e-commerce in China | 第40页 |
| ·E-shoppers dissatisfaction | 第40-42页 |
| ·Share of e-shoppers dissatisfied with delivery aspects in Russia | 第41页 |
| ·Share of e-shoppers dissatisfied with delivery aspects in China | 第41-42页 |
| ·Important features for shopping from same web shop again | 第42-43页 |
| ·Important features for shopping from same web shop in Russia | 第42-43页 |
| ·Important features for shopping from same web shop in China | 第43页 |
| ·Importance of delivery characteristics | 第43-49页 |
| ·Importance of delivery characteristics in Russia | 第44-46页 |
| ·Importance of delivery characteristics in China | 第46-49页 |
| 5 Analyses | 第49-54页 |
| ·Why do e-shoppers choose to return to the same e-retailer again (repeat purchase) in China and Russia? | 第49-50页 |
| ·What does e-shoppers dissatisfied with the most (in terms of e-commerce delivery) in both countries? | 第50-51页 |
| ·What are the most important aspects of delivery for e-shoppers in Russia and China? | 第51-54页 |
| 6 Conclusion, reflection and suggestions for future studies | 第54-59页 |
| ·Conclusion | 第54-57页 |
| ·Innovation | 第57页 |
| ·Reflection | 第57页 |
| ·Suggestion for future studies | 第57-59页 |
| References | 第59-62页 |
| Appendices | 第62-68页 |
| Appendix 1: Survey questionnaire for Russian respondents | 第62-64页 |
| Appendix 2: Survey questionnaire for Chinese respondents | 第64-68页 |
| Acknowledgement | 第68页 |
