Affecting Factors Affecting Non-Residents’ Attitude towards Online Purchase Intention in Taiyuan China


  • Haiyan Wu

DOI: 10.14456/shserj.2023.17
Published: 2023-06-09


Online Shopping, Trust, Subjective Norms, Attitudes, Purchase Intention


Purpose: This study examines affecting factors of non-residents’ attitudes toward online purchase intention in Taiyuan, Shanxi Province, China. Six variables were used to construct a conceptual framework: trust, subjective norms, perceived risk, perceived behavioral control, attitudes, and purchase intention. Research design, data, and methodology: The researcher applied a quantitative method (n=500) to distribute questionnaires to consumers about online purchase intention. A non-probabilistic sampling includes judgmental sampling, quota sampling, and convenience sampling. The index approved the construct validity of item-objective congruence (IOC). Cronbach's Alpha coefficient values verified each construct in the pilot test of 42 respondents. Structural equation modeling (SEM) and confirmatory factor analysis (CFA) were employed, including model fitting, reliability, and validity tests. Results: The results show that trust has a significant impact on online shopping attitude; subjective norm, perceived risk, perceived behavior control, and attitude all have significant effects on purchase intention. Attitude has the most significant effect on online purchase intention. Conclusion: The five hypotheses have been proven to meet the research objectives. Therefore, it is suggested that the managers of online shopping platforms should investigate consumers' attitudes toward online shopping, improve the trust mechanism, and manage risks to enhance higher purchase intention.

Author Biography

Haiyan Wu

Department of Economics and Management, Taiyuan Institute of Technology, China


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How to Cite

Wu, H. (2023). Affecting Factors Affecting Non-Residents’ Attitude towards Online Purchase Intention in Taiyuan China. Scholar: Human Sciences, 15(1), 162-170.