An Evaluation of the Factors Affecting the Online Shopping...

Abstract Online shopping has grown rapidly in China over the last decade, yet there are only a few studies in Chinese context. This research focuses on B2C (Business to Customer) and C2C (Customer to Customer) to identify the factors that affect online shopping intention of consumers in both positive and negative aspects. However, there are some differences exist that influence online shopping intention among different countries. As a result, this essay evaluates the determinants of online shopping intention of Chinese consumers by comparing consumers in other countries, which will give an insight for online sellers to develop more competitive strategies in China. Contents Abstract Introduction 1 Literature Review 3 1.†¦show more content†¦To allow the reader to better understand the factors affecting online shopping intention in China, this section will offer academic research reviews regarding this subject, including different theories, influential factors, and concerns relating to cultural differences. Since online shopping has become more popular, it has attracted widespread attention. Different models and theories have been adopted by many researchers to identify and examine the factors affecting online shopping intention or behaviours. â€Å"The Theory of Reasoned Action (TRA), the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB)† have been frequently used (So, et al., 2005, pp.1226-1228). Chiu, Chang, Cheng and Fang (2009, p.761) extended TAM â€Å"by introducing e-service quality dimensions, trust and enjoyment in the development of a theoretical model to study customers’ repurchase intentions of online shopping†. Similarly, Liao and Shi (2009, p.25) conducted the related research which is also based on the TAM framework, but combined it with â€Å"environmental and social constructs to elucidate consumers’ attitude and behavioural intention to use e-retailing†. A number of studies have extensively discussed the factors influencing online shopping intention over many years. â€Å"Convenience, price savings, extensive information, enjoyment, and broad product selection are considered as major benefits ofShow MoreRelatedA Good With Luxury Brand1498 Words   |  6 Pageslabeled for everyday purpose. And in the meanwhile, it is always associated with fashion factor, as a common sense, when people talk about luxury goods. 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