FACTORS AFFECTING ONLINE SHOPPING BEHAVIOR OF INTERNATIONAL COLLEGE STUDENTS IN CHINA
Publication Date : 21/12/2018
This study takes a closer look at decision and consumer factors that influence consumer’s online shopping behavior in China from an international college student perspective and to understand what motivates this behavior. To explore the influences of decision factors it was imperative to consider the role of Chinese Language barrier in a cross cultural context. To address the objectives of this study, a conceptual model is proposed along with research propositions. A self-administered questionnaire was used to collect data from 101 international college students. Findings identify and rank key decision factors; price, product variety, convenience, Chinese language barrier to have the most influence on international college students’ online shopping behavior. The results suggest that e-retailers should provide more personalization and consumer socialization options on their websites to target different consumers.
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