Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE credits
With the fast growing Chinese online marketplace and the increasing popularity of
shopping imported products online in China, more and more practitioners and
researchers are interested in understanding the cues that Chinese consumers use to
evaluate imported products consumption online.
Our quantitative study aims to identify what factors affect the behavior of Chinese
online consumers towards imported products and the relationships between the
identified factors and purchase intention, and thereafter help companies to understand
how to increase Chinese online consumers’ purchase intention of imported products.
The research model is developed based on The Theory of Planned Behavior. Data were
collected through web-based survey in China. Subsequently, the logistic regression
in SPSS was used for testing the 12 hypotheses.
Results reveal that the purchase intention of Chinese online consumers to imported
products is closely associated with Perceived Behavioral Control, Subjective Norms,
Perceived Risks, Service Quality, Country of Origin and Price. However, Product
Variety and graphically well-designed websites are not relevant to purchase intention
when Chinese consumers evaluate online imported products. The findings of our study
serve as a link between consumers and online retailers or companies. The information
from this study can add knowledge to limited studies on the behavior of Chinese online
2015. , 79 p.
Consumer Behavior, Online Shopping, Imported Product, Theory of Planned Behavior, China