A Study of the factors influencing online purchase intention of consumer in China
A Study of the factors influencing online purchase intention of consumer in China
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2010
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eng
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application/pdf
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12 pages
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American Society of Business and Behavioral Sciences eJournal Vol. 6 No. 1 (Spring 2010), p. 88-99
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Abstract
This study identifies the factors that affect online purchase intention of potential e-shoppers in China. The data were collected by distributing self-administered questionnaires to respondents in Fujian Province of the People's Republic of China. Descriptive analysis, Pearson's correlation and one-way ANNOVA were applied for data analysis. The results revealed that online purchase intention was influenced by individual perception, subjective norms, incentive programs and personal characteristics with the exception of personal need for interaction. Moreover, there was a difference in online purchase intention when segmented by education levels and income levels.