Abstract
The younger generation is the largest Internet user group in China. They are the first generation to grow up with computers, the Internet, smartphones, online social media, and online shopping. The individuals that belong to this generational cohort have one thing in common-their online shopping behavior. To understand the shopping behavior of the younger Chinese generation, this study draws on the theoretical foundation of generational cohort theory. This study proposes an integrated model that examines the effects of information adoption, personalized service, perceived switching risk, and habitual behavior on purchase intention in the online shopping environment. Survey data have been collected from 407 Chinese people that belong to the post-90s generation. Structural equation modeling is used to analyze the data. Empirical findings show that information adoption, personalized service, and perceived switching risk are the most important predictors of online purchase intention. However, habitual behavior is negatively related to online purchase intention.
Highlights
Recent Internet technologies have provided an important vehicle for commercial transaction around the world
This study investigates the influence of information adoption, personalized service, perceived switching risk, and habitual behavior on purchase intention of the generational cohort born after 1990 in the online environment of China
Our findings provide evidence to expand our knowledge on information adoption theory and technology acceptance model (TAM) in the online shopping context
Summary
Recent Internet technologies have provided an important vehicle for commercial transaction around the world. According to the China E-commerce Research Center, Internet users in China have increased from 731 million in 2016 to 772 million in 2017, thereby accounting for over 59.4% of its population. Chinese online shopping users have reached 533 million in 2017 and 560 million in 2018. Online retail sales have increased to nearly 1.1 trillion US dollars in 2017, accounting for 19.6% of its total retail sales.
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