An Empirical Research of Factors Influencing the Decision-Making of Chinese Online Shoppers
نویسندگان
چکیده
As the number of Chinese online shoppers increases, it becomes increasingly important to understand their decision-making processes. The factors that influenced the purchasing behaviour of 190 online shoppers were studied. Our research showed that the ease of use of a website, the quality of product information provided the entertainment value and perceived trust all greatly enhanced the satisfaction of online shoppers and significantly influenced their buying intentions.
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تاریخ انتشار 2007