Abstract
The post-’90s generation is made up of those born between 1990 and 1999 in China; it is also the generation that is driving e-commerce in China. To attract these post-’90s consumers, online retailers have adopted recommender systems based on previous purchases and personal preferences. However, current Chinese online retailers do not typically consider the purchasing histories of their neighbors, although those neighbors have been proven to influence consumer behavior intention in several fields of study. Thus, this study investigates neighbors’ influences on Chinese consumer behavior in online shopping. In particular, this study examines the relationship between neighbors’ purchase histories and consumers’ purchase decisions among Chinese post-’90s consumers. Furthermore, this research seeks to determine whether neighbors’ purchasing history has an influence on consumer perceptions (e.g., perceived enjoyment, perceived risk) and whether perceived enjoyment and perceived risk have influences on purchasing intention.
Highlights
Young Chinese consumers are becoming the main buyers in China and the major driving force in e-commerce (CIW Team, 2019; Qiu and Lin, 2013)
Contrary to the aforementioned hypotheses, the results show that neighbors‘ purchasing history presence did not generate a significant difference in Chinese post-‘90s perceived enjoyment, perceived risk, and purchase intention
This study found no significant difference for neighbors‘ purchase history presence or absence on post-‘90s perceived enjoyment
Summary
Young Chinese consumers are becoming the main buyers in China and the major driving force in e-commerce (CIW Team, 2019; Qiu and Lin, 2013). The post-‘90s generation is different from other generations in China Because they were born after the Chinese economic reform, they are more label-obsessed and enjoy luxury shopping (Achim, 2019; Doctoroff, 2016). They have different consumption ideas compared with those of older generations (CIW Team, 2019). The post-‘90s generation is a major user of digital entertainment such as music and video, much more than their elders, and are more likely to spend money in this area than other generations (Doctoroff, 2016; Soo, 2018)
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