Browsing 2.11 Graduate School of Business by Subject "E-shoppers in China"
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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 ...