An Evaluation of the Factors Affecting the Online Shopping Intentions of Consumers in China
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. Global consumers 6 1.1 Main factors: price, convenience and risks 6 1.2 Additional factors 7 2. Chinese consumers 8 2.1 Main factors: quality, delivery and payment security 8 2.2 Additional factors: social influence 9 Conclusion 11 Bibliography 14
Introduction
There are a growing number of people choosing online shopping and this growing trend has emerged all over the world over the last few decades. Online shopping is defined as “The act of purchasing products or services over the Internet” (Business dictionary, 2012). Similarly, iResearch (2011) defines it as “The process of transferring commodities or services from the merchant/seller to individual users (consumers) via the Internet. Such a process is called online shopping if any of its capital flow, logistics, or information flow involves the Internet.” Benefiting from the rapid economic growth and the development of the Internet, online shopping has become increasingly prevalent in China. The amount of transactions in online shopping, accounts for 1.1% in 2008 rising to 3.3% in 2010 of China’s total retail sales of consumer goods (CNNIC, 2011). Moreover, the latest report illustrates that up to December 2012, the number of net citizens in China reached
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. Global consumers 6 1.1 Main factors: price, convenience and risks 6 1.2 Additional factors 7 2. Chinese consumers 8 2.1 Main factors: quality, delivery and payment security 8 2.2 Additional factors: social influence 9 Conclusion 11 Bibliography 14
Introduction
There are a growing number of people choosing online shopping and this growing trend has emerged all over the world over the last few decades. Online shopping is defined as “The act of purchasing products or services over the Internet” (Business dictionary, 2012). Similarly, iResearch (2011) defines it as “The process of transferring commodities or services from the merchant/seller to individual users (consumers) via the Internet. Such a process is called online shopping if any of its capital flow, logistics, or information flow involves the Internet.” Benefiting from the rapid economic growth and the development of the Internet, online shopping has become increasingly prevalent in China. The amount of transactions in online shopping, accounts for 1.1% in 2008 rising to 3.3% in 2010 of China’s total retail sales of consumer goods (CNNIC, 2011). Moreover, the latest report illustrates that up to December 2012, the number of net citizens in China reached
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