JCP 2010 Vol.5(5): 815-824 ISSN: 1796-203X
doi: 10.4304/jcp.5.5.815-824
doi: 10.4304/jcp.5.5.815-824
Examining Consumers’ Willingness to Buy in Chinese Online Market
Shouming Chen and Jie Li
School of Economics and Management, Tongji University, Shanghai, China
Abstract—This paper aims to examine consumers’ willingness to buy from an e-commerce vendor in Chinese online market by using empirical modeling. Initially, we hypothesize that six factors influence consumers’ willingness to buy significantly. Then we develop 5 structural equation models (SEM) integrated these factors to test our hypotheses with the data from Chinese online market. The results suggest that perceived reputation and perceived risk are significantly associated with the level of consumers’ willingness to buy, while perceived size, perceived system assurance, and perceived privacy information protection are insignificant related with the level of consumers’ willingness to buy. In addition, perceived system assurance mediates the relationship between ease of use and willingness to buy.
Index Terms—e-commerce, SEM, willingness to buy
Abstract—This paper aims to examine consumers’ willingness to buy from an e-commerce vendor in Chinese online market by using empirical modeling. Initially, we hypothesize that six factors influence consumers’ willingness to buy significantly. Then we develop 5 structural equation models (SEM) integrated these factors to test our hypotheses with the data from Chinese online market. The results suggest that perceived reputation and perceived risk are significantly associated with the level of consumers’ willingness to buy, while perceived size, perceived system assurance, and perceived privacy information protection are insignificant related with the level of consumers’ willingness to buy. In addition, perceived system assurance mediates the relationship between ease of use and willingness to buy.
Index Terms—e-commerce, SEM, willingness to buy
Cite: Shouming Chen and Jie Li, " Examining Consumers’ Willingness to Buy in Chinese Online Market," Journal of Computers vol. 5, no. 5, pp. 815-824, 2010.
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General Information
ISSN: 1796-203X
Abbreviated Title: J.Comput.
Frequency: Bimonthly
Abbreviated Title: J.Comput.
Frequency: Bimonthly
Editor-in-Chief: Prof. Liansheng Tan
Executive Editor: Ms. Nina Lee
Abstracting/ Indexing: DBLP, EBSCO, ProQuest, INSPEC, ULRICH's Periodicals Directory, WorldCat,etc
E-mail: jcp@iap.org
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