Factors Impacting Online Consumers’ Attitude and Purchase Intention Via Online Shopping Platforms in China

Main Article Content

Jueran Yang


Purpose: From statistical data, 33.57 million Chinese people shopped online. Therefore, understanding the purchase intention of customers is crucial for all businesses. This research aims to investigate the determinants influencing Chinese online shoppers’ attitudes and purchase intention toward online shopping in China. The Theory of Reasoned Action (TRA) and the Technology Acceptance Model (TAM) were used to build a conceptual framework. The variables contained in the conceptual framework are perceived usefulness, perceived ease of use, attitude, trust, perceived risk, subjective norms, price, and purchase intention.  Research design, data, and methodology:  The target population and sample size are 476 online consumers between 18 to 30 years old in China. The validity and reliability are measured by Item-Objective Congruence (IOC) and Cronbach's Alpha. The sampling procedure comprises judgmental, stratified random, and convenience sampling. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were employed for data analysis. Results: Perceived usefulness and perceived ease of use significantly impact on attitude. Attitude, subjective norms, and price significantly impact purchase intention. Trust and perceived risk have no significant impact on purchase intention. Conclusion: The findings imply that regarding online shopping operations, it is critical to consider the functionality of the website and the real online shopping experience.


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Yang, J. (2024). Factors Impacting Online Consumers’ Attitude and Purchase Intention Via Online Shopping Platforms in China. AU-GSB E-JOURNAL, 17(1), 160-170. https://doi.org/10.14456/augsbejr.2024.16
Author Biography

Jueran Yang

College of International Studies, Sichuan University, China.


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