Students' Online Purchase Intentions at Eight National Universities in Beijing, China

Hao Kui


This research investigates the factors that have a relationship with online purchase intentions. This article focuses on online purchase intention among students at eight universities in Beijing, China. The One-way analysis of variance (ANOVA), Pearson correlation coefficient, and Spearman correlation coefficient were used for analyzing the hypotheses in this study. All the factors (variables) considered in this research, namely, perceived price, perceived ease of use, website quality, website brand, and customer value and trust have positive relationships and were found to have an important effect on purchase intention. Several recommendations were made with a view to increase the number of omline shopping customers.


Online Purchase; Purchase Intention; E-Commerce; Customer Value; Online Shopping; Trust; Perceived Price; Perceived Ease of Use; Website Quality; Website Brand

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