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Buying Imported Products Online: A quantitative study about Chinese Online consumer behavior towards imported products
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2015 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

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


Place, publisher, year, edition, pages
2015. , 79 p.
Keyword [en]
Consumer Behavior, Online Shopping, Imported Product, Theory of Planned Behavior, China
National Category
Business Administration
URN: urn:nbn:se:uu:diva-260259OAI: diva2:846829
Subject / course
Business Studies
Educational program
Master Programme in Business and Management
Available from: 2015-08-18 Created: 2015-08-18 Last updated: 2015-08-18Bibliographically approved

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