Abstract:
This research conducted to identify the perception and satisfaction of Chinese consumers towards the Taobao online shopping app during the covid-19 period. The research is a qualitative research. Interview was the data collecting method. The interview conducted with 25 people in Jinhua, Zhejinag Province in China. The semi structured interview conducted via wechat platform. The Thematic analysis used to analyze the data. The data analysis indicated that the Chinese consumers are having positive perception towards the Taobao online shopping app. The level of satisfaction is positive. The user friendliness and
trustworthiness were effecting as the factors towards the positive satisfaction on Taobao app. The cost effectiveness for the daily essentials is little higher than the offline shopping but the household items, apparel products and etc were very cost effective. The goods returning back and the quality of some goods were the challenges consumers were faced while using the Taobao.
