A Study on Consumers' Attitude towards Online Shopping in China

Abstract

Online shopping provides a good example of the business revolution. In China, e-commerce is currently experiencing a period of rapid development; the large number of Internet users provides a good foundation for the expansion of the online shopping market. In this study, perceived usability, perceived security, perceived privacy, perceived after-sales service, perceived marketing mix, and perceived reputation were used for analysis. This research was conducted by using the primary data source, and the survey method was employed in the research. This research found that there were relationships between the perceived usability, perceived security, perceived privacy, perceived after-sales service, perceived marketing mix, perceived reputation and consumers’ attitude to adopting online shopping in China. However, only marketing mix and reputation were found to significantly influence consumers’ attitude to adopt online shopping. The findings help us in understanding consumers’ online purchase behaviour.