Factors releated to chinese customer's online Purchase intention The case study of jingdong.com online shopping's customer in China

Abstract

In the past two decades, China's Internet industry has developed very fast. Many service ustries surrounding the Internet are also on the rise. Among these, online shop become the fastest growing Internet industry. This study focuses on the intention of Chinese consumers to shop online on JingDong.com. This study collects data through online and offine questionnaires and distributes them to ChineseAcustomers who have used JingDong.com senvices in the past, so as to find out a relationship between JingDong.com services and customers' purchasing intentions- The researcher collected 373 questionnaires and summarized the correlations between independent and dependent variables. The results showed that the two independent variables of gender and income are significantly related to the online purchase intention of Chinese customers.

A Thesis submitted in partial fulfillment of the requirements for the Master's Degree of Business Administration International College Rajamangala University of Technology Krungthep Academic year 2021