Hui Chen and Yuanzhi Li
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.
 Economic & Management School, Beijing University of Posts & Telecommunications. No. 10, Xitucheng Street, Haidian District, Beijing. firstname.lastname@example.org.
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