An Empirical Research of Factors Influencing the Decision-Making of Chinese Online Shoppers

Hui Chen[1] and Yuanzhi Li[2]

Abstract.

As the number of Chinese online shoppers increases, it becomes increasingly important to understand their decision-making processes. The factors that influenced the purchasing behaviour of 190 online shoppers were studied. Our research showed that the ease of use of a website, the quality of product information provided the entertainment value and perceived trust all greatly enhanced the satisfaction of online shoppers and significantly influenced their buying intentions.

[1] Economic & Management School, Beijing University of Posts & Telecommunications. No. 10, Xitucheng Street, Haidian District, Beijing. chen-hui@vip.sina.com.
[2] Economic & Management School, Beijing University of Posts & Telecommunications, liyuanzhi2008@163.com

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