Consumer Perceptions of Factors Affecting Online Shopping Behavior: An Empirical Evidence From Foreign Students in China

Musrat Siyal, Saeed Siyal, Jun Wu, Debajyoti Pal and Muhammad Mujahid Memon
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Musrat Siyal: School of Economics and Management, Beijing University of Chemical Technology, China
Saeed Siyal: School of Economics and Management, Beijing University of Chemical Technology, China
Jun Wu: School of Economics and Management, Beijing University of Chemical Technology, China
Debajyoti Pal: King Mongkut's University of Technology Thonburi, Thailand
Muhammad Mujahid Memon: Sukkur IBA University, Pakistan

Journal of Electronic Commerce in Organizations (JECO), 2021, vol. 19, issue 2, 1-16

Abstract: Online shopping is an emerging trend throughout the world. Likewise, it is used in China among Chinese consumers, but not all foreigners use it frequently due to several factors. This study discussed those factors which cause hindrance for foreigners to use online shopping and their behavior towards it. To do so, the authors have proposed the model by extending the technology acceptance model (TAM). The data were collected from the international students in China through a survey questionnaire and analyzed by SPSS to draw the results of the proposed relationships. The findings show that the online shopping behavior of international students in China is negatively related to financial risk and positively related to trust and ease of use. Moreover, purchase intention mediates these relationships. The results will be useful for consumers and online sellers to retain existing consumers and attract more foreigners studying in China. Moreover, the paper mentioned the implications and future directions of the study.

Date: 2021
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