Factors affecting online purchase intention of consumers: a comparative approach between China and Uzbekistan

Abstract

The purpose of this study was to examine factors that encourage purchase intentions of Chinese and Uzbekistan online consumers. Using comparative approach, three primary objectives were studied on exploring the relationship of subjective (individual demands and consumers' attitude) and objective (price, quality and website credibility) factors and online purchase intentions. This study showed differences between Chinese and Uzbek consumers regarding factors influencing their online purchase intentions and analyses the importance of online selling purchase intentions for further decision-making in the online trading field. Focus group interviews and a questionnaire survey carried out in Hangzhou, China, and Tashkent city, Uzbekistan. For Chinese consumers, the study revealed that the subjective factor was not relevant in affecting the Chinese consumers' online purchase intention and behaviour. The objective factors including price, product quality and web trust were found significant in affecting both Chinese and Uzbek consumers' online purchase intention.