Factors Impacting E-shopping Intention Among Undergraduate Students in a Public University in China
Keywords:
Perceived Value, Trust, Usefulness, Attitude, E-Shopping IntentionAbstract
Purpose: In developed countries, there has been extensive research on the individual intentions and behaviors of e-shopping. This study explores the impact of college undergraduate students' e-shopping usefulness, attitude, and intention in Guangxi University of Science and Technology (GXUST), China. The conceptual framework suggested a causal relationship between perceived value, trust, ease of use, usefulness, customer service, attitude, and e-shopping intention. Research design, data, and methodology: This study adopted a quantitative method (n=500), distributing questionnaires to undergraduate students in GXUST. The nonprobability sampling contains judgmental, quota, and convenience sampling in distributing online questionnaires to collect the data. Confirmatory factor analysis and structural equation modeling were used to analyze the collected data and validate the constructs' model fit, reliability, and validity. Result: Seven hypotheses have been proven to complete the survey purpose. The results showed that perceived value, trust, ease of use, and usefulness significantly impact attitudes toward e-shopping. Ease of use has a significant impact on usefulness. Attitude presented the strongest impact on e-shopping intention, followed by customer service. Conclusion: Online operators should optimize the e-shopping environment, create more convenient conditions, and improve the effectiveness and satisfaction of e-shopping to promote the rapid development of e-commerce.
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