THE INFLUENCING FACTORS OF CHINESE COLLEGE STUDENTS' ONLINE SHOPPING PURCHASE INTENTION

Abstract

Over the past two decades, China's economy has expanded at a rapid rate, leading to the advancement of Internet networks and improvements in infrastructure. This expansion is an immediate consequence of China's economic development. E-commerce has consequently emerged, and the prevalence of online shopping is growing. Indeed, it is starting to supplant conventional brick-and-mortar purchasing. The expansion of online purchasing collectives in China is primarily propelled by affluent young consumers. This growth is being facilitated by the expansion of e-commerce platforms. College students, in their capacity as consumers of consumer goods and services, play a particularly significant role. The objective of this research endeavor is to investigate the determinants that impact the online purchasing behavior of college students. The investigation will employ quantitative research methodologies, such as the utilization of questionnaires to gather data. Utilizing a statistical application like SPSS or Amos, the gathered data will be analyzed. The nature of the relationship between perceived product quality, logistics, customer service, customer satisfaction, and consumer propensity to purchase will also be investigated in this study.