Abstract
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.
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Chen, H., Li, Y. (2007). An Empirical Research of Factors Influencing the Decision-Making of Chinese Online Shoppers. In: Wang, W., Li, Y., Duan, Z., Yan, L., Li, H., Yang, X. (eds) Integration and Innovation Orient to E-Society Volume 1. IFIP — The International Federation for Information Processing, vol 251. Springer, Boston, MA. https://doi.org/10.1007/978-0-387-75466-6_23
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DOI: https://doi.org/10.1007/978-0-387-75466-6_23
Publisher Name: Springer, Boston, MA
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