FACTORS RELATED TO CHINESE CUSTOMERS’ ONLINE PURCHASE INTENTION: THE CASE STUDY OF JINGDONG.COM ONLINE SHOPPING’S CUSTOMER IN CHINA

Authors

  • Li Zhuo Zhen Rajamangala University of Technology Krungthep, Thailand
  • Arti Pandey Rajamangala University of Technology Krungthep, Thailand
  • Surachai Traiwanmakij
  • Komm Pechinthorn
  • Jirangrug Samarkjarn

DOI:

https://doi.org/10.29040/ijebar.v5i1.1721

Abstract

In the past two decades, the development of China's Internet industry has been very rapid. Many service industries around the Internet have also been on the rise, of which, online shopping has become the fastest growing Internet industry chain. This study will focus on analyzing customer’s online purchase intentions, the researchers found four variables that have a relationship with customers online purchase intention. Primary data of this research were collected by online and offline questionnaires which were distributed to Chinese customers’ who has ever used JD.com service to found how JD.com service related to customers’ purchase intention. In this thesis, researchers collected 273 questionnaires to summarize the correlations among the independent variable and dependent variables. The results showed that all three independent variables which are perceived reputation, customer attitude and convenience variable are statistically significant and have positive relationship with customer’s online purchase intention.

Author Biographies

Li Zhuo Zhen, Rajamangala University of Technology Krungthep

International College

Arti Pandey, Rajamangala University of Technology Krungthep

International College

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Published

2021-03-18

How to Cite

Zhen, L. Z., Pandey, A., Traiwanmakij, S., Pechinthorn, K., & Samarkjarn, J. (2021). FACTORS RELATED TO CHINESE CUSTOMERS’ ONLINE PURCHASE INTENTION: THE CASE STUDY OF JINGDONG.COM ONLINE SHOPPING’S CUSTOMER IN CHINA. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(1), 13–22. https://doi.org/10.29040/ijebar.v5i1.1721

Issue

Vol. 5 No. 1 (2021): IJEBAR, VOL. 5, ISSUE 01, MARCH 2021

Section

Articles

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