Volume 5 Number 5 (May 2010)
Home > Archive > 2010 > Volume 5 Number 5 (May 2010) >
JCP 2010 Vol.5(5): 815-824 ISSN: 1796-203X
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

[PDF]

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.

General Information

ISSN: 1796-203X
Abbreviated Title: J.Comput.
Frequency: Monthly
Editor-in-Chief: Prof. Liansheng Tan
Executive Editor: Ms. Nina Lee
Abstracting/ Indexing: DBLP, EBSCO,  ProQuest, INSPEC, ULRICH's Periodicals Directory, WorldCat, CNKI,etc
E-mail: jcp@iap.org
  • Jul 19, 2019 News!

    Vol 14, No 7 has been published with online version   [Click]

  • Jun 21, 2019 News!

    Vol 14, No 6 has been published with online version   [Click]

  • Apr 28, 2019 News!

    Vol 14, No 5 has been published with online version 7 papers are published in this issue after peer review   [Click]

  • Mar 20, 2019 News!

    Vol 14, No 3 has been published with online version   [Click]

  • Feb 22, 2019 News!

    Vol 14, No 2 has been published with online version 8 papers are published in this issue after peer review   [Click]

  • Read more>>