An empirical study on the influencing factors of university student's online shopping behavior

作者：Wang Xingdong; Guo Jinyong

来源：MRCC 2007 International Symposium on Marketing, 2007-06-16 to 2007-06-17.

• online shopping behavior
• influencing factors
• purchasing perception
• demographic characteristics
• attitudes

This paper based on the research of predecessors about the model of influence factors on the customer's online shopping behavior, and determining the validity of the model through questionnaire survey, then modifying the model in order to fit the university students. We studied the factors that influence university students online shopping behavior for a certain commodity (textbook) by exploring attitudes, demographic characteristics and purchasing perceptions (customer risk, customer service, the product perception, and shopping experience). Finding indicate that university students with a history of online shopping experience have a more positive attitude towards online purchasing than do university students without online shopping experience. Additionally, among the purchasing perceptions, product perception and shopping experience were found to influence experienced online shoppers' commodity purchase decisions more than customer risk and customer service.

• 出版日期2007
• 单位江西农业大学