Drivers Influencing Consumers' Online Shopping Intentions in Chengdu, China
DOI:
https://doi.org/10.14456/shserj.2025.81Keywords:
Online Shopping, Behavioral Intention, Chengdu, ConsumersAbstract
Purpose: This research paper investigates the key factors influencing online shopping behavior among people in Chengdu, China. The conceptual framework proposed a causal relationship among trust, convenience, usefulness, enjoyment, attitude towards online shopping, social influence, and intention to shop online. Research design, data, and methodology: The researcher employed a quantitative approach (n=500) to distribute questionnaires to eligible individuals across the five primary urban areas of Chengdu city. Non-probability sampling methods employed in this study encompass judgment sampling for selecting the primary urban areas of Chengdu city, quota sampling based on population distribution, and convenience sampling for data collection and survey distribution both online and offline. Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA) were conducted for data analysis, which included model fit, reliability, and construct validity assessments. Results: The results indicate that the convenience of online shopping and consumers' attitudes significantly influence the intention to engage in online shopping. Attitude has the greatest impact, followed by convenience. Conclusions: Five out of eight hypotheses were found to be supported, aligning with the research objectives of the paper. The results of this study can offer valuable insights for individuals intending to enter related fields, relevant professionals, and researchers, particularly those focusing on research in the Chengdu area.
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