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Exploring key factors influencing Chinese consumers' behavioural intention and purchase behaviour on Taobao
Author(s)
Date Issued
2025
Publisher
Hong Kong: Hong Kong Shue Yan University; Dr. Francis Cheung Business Analytics Research Centre
ISBN
9789887104704
Citation
In Law, M. (Ed.). (2025). E-business unplugged: Enhancing interactive online experiences with live streaming and social media (pp. 112-133). Hong Kong: Hong Kong Shue Yan University; Dr. Francis Cheung Business Analytics Research Centre.
Type
Book Chapter
Abstract
This study investigates the factors influencing Chinese consumers'behavioural intention and purchase behaviour on Taobao, China's largest online Abstract. This study investigates the factors influencing Chinese consumers' shopping platform, in the current new normal. The proposed model includes seven constructs: perceived ease of use, perceived usefulness, subjective norm, security risk, hedonic motivation, behavioural intention, and purchase behaviour. Questionnaires were used to measure each construct, and data were collected through a random sample survey of 203 adult Chinese customers aged 21-60. The findings show that subjective norm, perceived ease of use, and perceived usefulness significantly impact behavioural intention. Hedonic motivation and behavioural intention are key predictors of purchase behaviour. Gender also moderates the effect of subjective norm on behavioural intention with female shoppers being more influenced than men. These findings have practical implications for researchers, online retailers, and platform operators targeting Chinese online shoppers by helping them understand the target group and develop effective online strategies.
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