Action Research on Online Business Performance of a Chinese Sport Equipment Company: A Conceptual Paper

This conceptual paper proposes an action research project focuses on improving Company S online business performance, with the primary objectives of increasing online sales and improving customer satisfaction. Aim to identify critical aspects of e-commerce and feasible online marketing strategies that can increase sales for companies considering entering e-commerce, particularly inexperienced newcomers. The study proposed a mixed-method research, whereby the quantitative part of study will involve an online survey that targets 60 customers, while the qualitative part include interview that will invite company manager to be the respondent will be performed. Besides, data triangulation has also been recommended in analyzing the quantitative and qualitative data in order to develop potential intervention strategy, which would help in improve the problem that is facing by the studied company.