publication . Bachelor thesis . 2015

Buying Imported Products Online : A quantitative study about Chinese Online consumer behavior towards imported products

Chen, Qianqian; Wang, Yuren;
Open Access English
  • Published: 01 Jan 2015
  • Publisher: Uppsala universitet, Företagsekonomiska institutionen
  • Country: Sweden
With the fast growing Chinese online marketplace and the increasing popularity of shopping imported products online in China, more and more practitioners and researchers are interested in understanding the cues that Chinese consumers use to evaluate imported products consumption online. Our quantitative study aims to identify what factors affect the behavior of Chinese online consumers towards imported products and the relationships between the identified factors and purchase intention, and thereafter help companies to understand how to increase Chinese online consumers’ purchase intention of imported products. The research model is developed based on The Theory...
free text keywords: Consumer Behavior, Online Shopping, Imported Product, Theory of Planned Behavior, China
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