An Empirical Research of Factors Influencing the Decision-Making of Chinese Online Shoppers

  • Hui Chen
  • Yuanzhi Li
Part of the IFIP — The International Federation for Information Processing book series (IFIPAICT, volume 251)


As the number of Chinese online shoppers increases, it becomes increasingly important to understand their decision-making processes. The factors that influenced the purchasing behaviour of 190 online shoppers were studied. Our research showed that the ease of use of a website, the quality of product information provided the entertainment value and perceived trust all greatly enhanced the satisfaction of online shoppers and significantly influenced their buying intentions.


Product Information Online Shopper Consumer Satisfaction Online Retailer Consumer Trust 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© International Federation for Information Processing 2007

Authors and Affiliations

  • Hui Chen
    • 1
  • Yuanzhi Li
    • 1
  1. 1.Economic & Management SchoolBeijing University of Posts & TelecommunicationsBeijing

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