Journal
JOURNAL OF ELECTRONIC COMMERCE IN ORGANIZATIONS
Volume 19, Issue 2, Pages 1-16Publisher
IGI GLOBAL
DOI: 10.4018/JECO.2021040101
Keywords
Ease of Use; Financial Risk; Online Shopping Behavior; Purchase Intention; Trust
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This study discussed the factors influencing foreigners' online shopping behavior in China and their attitudes towards it by extending the technology acceptance model (TAM). The results show that international students' online shopping behavior in China is negatively related to financial risk and positively related to trust and ease of use, with purchase intention mediating these relationships.
Online shopping is an emerging trend throughout the world. Likewise, it is used in China among Chinese consumers, but not all foreigners use it frequently due to several factors. This study discussed those factors which cause hindrance for foreigners to use online shopping and their behavior towards it. To do so, the authors have proposed the model by extending the technology acceptance model (TAM). The data were collected from the international students in China through a survey questionnaire and analyzed by SPSS to draw the results of the proposed relationships. The findings show that the online shopping behavior of international students in China is negatively related to financial risk and positively related to trust and ease of use. Moreover, purchase intention mediates these relationships. The results will be useful for consumers and online sellers to retain existing consumers and attract more foreigners studying in China. Moreover, the paper mentioned the implications and future directions of the study.
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