E-SHOPPING FACTORS AND THEIR RELATIONSHIPS WITH E-SHOPPINGINTENTIONS: FROM THE CHINESE CONSUMER PERSPECTIVE

摘要

This exploratory study examines the perceptions of Chinese e-shoppers on the key eshoppingfactors and their intentions to shop online. This research identifies a total of tenkey e-shopping factors using a factor analysis. These are: product perceptions, e-shoppingexperience, prompt/reliable service, access, competence, understanding the customer, Websites’ content, Web sites’ aesthetics, online security risk, and consumer risk. Among them,e-shopping experience, prompt/reliable service, Web sites’ aesthetics, and consumer riskemerge as the factors that significantly impact Chinese consumers’ intentions to shoponline.