A Study on Consumers' Attitude towards Online Shopping in China

Guo Jun · Noor Ismawati Jaafar

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

Online shopping provides a good example of the business revolution. In China, e-commerce is currently experiencing a period of rapid development; the large number of Internet users provides a good foundation for the expansion of the online shopping market. In this study, perceived usability, perceived security, perceived privacy, perceived after-sales service, perceived marketing mix, and perceived reputation were used for analysis. This research was conducted by using the primary data source, and the survey method was employed in the research. This research found that there were relationships between the perceived usability, perceived security, perceived privacy, perceived after-sales service, perceived marketing mix, perceived reputation and consumers’ attitude to adopting online shopping in China. However, only marketing mix and reputation were found to significantly influence consumers’ attitude to adopt online shopping. The findings help us in understanding consumers’ online purchase behaviour.

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References

1980Understanding Attitudes and Predicting Social Behavior 1972Principles of Marketing 1990WHAT'S IN A NAME? REPUTATION BUILDING AND CORPORATE STRATEGY.1994From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing 1983Premiums for High Quality Products as Returns to Reputations 1996Information Privacy: Measuring Individuals’ Concerns About Organizational Practices1 2004Trust among strangers in internet transactions: Empirical analysis of eBay' s reputation system 1996Consumer Reactions to Electronic Shopping on the World Wide Web

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2018Passengers’ intentions to use low-cost carriers: An extended theory of planned behavior model 2015Consumers’ Perception on Online Shopping 2019The effect of Internet service quality on consumers’ purchase behavior: The role of satisfaction, attitude, and purchase intention 2013Antecedent of purchase intention: online seller reputation, product category and surcharge 2015Exploring the Impact of Social Norms and Online Shopping Anxiety in the Adoption of Online Apparel Shopping by Indian Consumers

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