Abstract
Online shopping or purchasing is a human activity where people buy goods, products, or services through the Internet. In this time, individuals are increasingly transitioning to online shopping or purchasing alongside the development of different websites (Tsai, Janice, & Egelman, 2001). The objective of this research is to explore the characteristics of online purchasing behaviors, factors affecting these behaviors, and the extent of the impact of these factors in JD.com, which is one of China’s biggest and largest online purchasing platforms (JD.com, n.d.). The respondents of this research were individuals who are customers of JD.com or individuals who have the experiences or intention of purchasing on the same platform. The qualitative analysis of this research reveals that four characteristics of online purchasing behavior in the case of JD.com are present. First, the customers of online purchasing in JD.com pay more attention to the quality of the goods. Second, the price is the most important factor. The results of the multiple linear regression model and principal component analysis show that there are three indirect factors of online purchasing behaviors. These are the affect factors, social factors, and perceived risk factors. These three factors influence online purchasing behaviors through influencing online purchasing intention. Moreover, there are also three direct factors of online purchasing behaviors. These are the habits, facilitating conditions, and online purchasing intentions. Further, results show that the influences of all six factors are significant. In conclusion, JD.com and other online shopping platforms can use the result of this research and pay attention to the six factors affecting online purchasing behaviors to improve a company’s services and increase the number of its customers.
Highlights
Individuals are increasingly transitioning to online shopping or purchasing alongside the development of different websites (Tsai, Janice, & Egelman, 2001)
JD.com and other online shopping platforms can use the result of this research and pay attention to the six factors affecting online purchasing behaviors to improve a company’s services and increase the number of its customers
This research explores the factors of online purchasing behaviors and the extent of the impact of these factors using the case of JD.com
Summary
Individuals are increasingly transitioning to online shopping or purchasing alongside the development of different websites (Tsai, Janice, & Egelman, 2001). The quick development of online purchasing provides companies with a new chance to adapt and improve. As a new form of shopping, it offers different companies a new sale channel where people could purchase. More than the traditional way of shopping, the occurrence of online purchasing gives a wider set of choices to the customers, but at the same time, it makes the purchasing process more complex (Tsai, Janice, & Egelman, 2001). With various online shopping research studies available to us, the common goal of these researchers is to improve or develop the online retail industry or e-commerce
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