Abstract
In the past two decades, the development of China's Internet industry has been very rapid. Many service industries around the Internet have also been on the rise, of which, online shopping has become the fastest growing Internet industry chain. This study will focus on analyzing customer’s online purchase intentions, the researchers found four variables that have a relationship with customers online purchase intention. Primary data of this research were collected by online and offline questionnaires which were distributed to Chinese customers’ who has ever used JD.com service to found how JD.com service related to customers’ purchase intention. In this thesis, researchers collected 273 questionnaires to summarize the correlations among the independent variable and dependent variables. The results showed that all three independent variables which are perceived reputation, customer attitude and convenience variable are statistically significant and have positive relationship with customer’s online purchase intention.
Highlights
The main reason for conducting this study is to analyze the correlation between the factors that affect Chinese customers' online purchase intentions, and to understand the reasons that affect online purchase intentions.Researchers have found that there are some useful factors that may affectInternational Journal of Economics, Business, and Accounting Research (IJEBAR) Page 13customers' willingness to buy online
Hl: The result from the analysis shows that perceived reputation is statistically significantly to Chinese customers’ online purchase intention with JDo.com (Pearson's Correlation = 0.736) at 0.01 significant level
H4: The result from the analysis shows that convenience variable is statistically significantly to Chinese customers’ online purchase intention with JD.com. (Pearson's Conelation = 0.794) at 0.01 significant level
Summary
The main reason for conducting this study is to analyze the correlation between the factors that affect Chinese customers' online purchase intentions, and to understand the reasons that affect online purchase intentions.Researchers have found that there are some useful factors that may affectInternational Journal of Economics, Business, and Accounting Research (IJEBAR) Page 13customers' willingness to buy online. The main reason for conducting this study is to analyze the correlation between the factors that affect Chinese customers' online purchase intentions, and to understand the reasons that affect online purchase intentions. Researchers have found that there are some useful factors that may affect. International Journal of Economics, Business, and Accounting Research (IJEBAR) Page 13. These factors are related to the online purchase intention of Chinese customers. They are perceived reputation, customer attitude, perceived risk and convenience. JD Mall was founded in 2004 by the current CEO Liu Qiangdong. It was formerly known as "JD Multimedia Network", and its initial sales were computer products. In 2011, JD.com had 25 million registered users and 1,200 suppliers, accounting for 35.1% of China's B2C market
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