Tehnički vjesnik, Vol. 32 No. 6, 2025.
Izvorni znanstveni članak
https://doi.org/10.17559/TV-20250103002229
Key Factors Influencing E-Commerce Consumer Behavior in China: A Quantitative Perspective
Yang Ma
; Beijing Technology and Business University, 102488 Beijing, China
*
* Dopisni autor.
Sažetak
This study aims to thoroughly investigate the key factors influencing Chinese consumers' e-commerce behavior, exploring the impact of elements such as convenience, product type, price, after-sale service quality, website attractiveness, and security concerns on consumers' online shopping decisions through a quantitative analytical framework. The research employs SPSS software for exploratory and confirmatory factor analysis. Results indicate that convenience, product type, price, and after-sale service significantly drive consumer online shopping behavior, while security concerns remain a major barrier to online shopping. Surprisingly, the influence of website attractiveness on consumer purchasing decisions is minimal, challenging conventional assumptions in e-commerce research. These findings provide valuable guidance for e-commerce practitioners to optimize consumer experiences, address key barriers, and promote sustainable growth in China's dynamic online marketplace, while also offering a theoretical basis for policymakers to support the development of e-commerce.
Ključne riječi
consumer behavior; e-commerce; influencing factors; online shopping; technology acceptance model (TAM)
Hrčak ID:
337725
URI
Datum izdavanja:
31.10.2025.
Posjeta: 982 *