Influences of Website Quality and Perceived Risk on Purchase Intention of Chinese Consumers toward Online Shopping

Online shopping has been a growing segment in China. The rapid development of the online retailers has created massive challenges for a number of traditional retailers as they consistently lose more number of customers. Online shopping is preferred mainly sue to convenience. The busy lifestyle of modern day consumers offers very little time to visit shops and buy products directly. Instead, consumers prefer to buy products online through just a few clicks. This not only saves time, but is also considered to be proper utilization of resources. However purchasing intentions of consumers are seen to be impacted by a number of factors, such as information quality, systems quality, financial risks, security risks etc. The present study analyses the impact of such factors upon the purchasing intentions of consumers. The study has been carried out by gathered data from Chinese online consumers. Statistical analysis of the results had been carried out for procuring logical and reliable conclusions and to determine which factors impact the purchasing decisions of consumers in the online segment.

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