Title:
The influencing factors of online consumption behavior of residents in Qing Dao, China
Author:
Chen Binglin
Advisor:
Dr. Ma Yu
Degree:
การจัดการธุรกิจระหว่างประเทศ – International Business Management
Major:
บริหารธุรกิจมหาบัณฑิต (บธ.ม.) – Master of Business Administration
Faculty:
บัณฑิตวิทยาลัย (Graduate School)
Academic year:
2566 (2023)
Published:
the 7th Stamford International conference “Leadership & Social Sustainability in the Tech -Driven Era” https://conference.stamford.edu
Abstract
With the rising of information technology, the rapid expansion of the online retail market, and the speedy popularity of online shopping options, online retailing, a new business model, is restructuring people’s consumption behavior, while influencing urban retail commerce and even the whole urban economy. Research on the characteristics and influencing factors of online consumption behavior will help the long-term development of electronic commerce.
The objectives of the study were:1) To explore factors influencing the online consumption behavior of Qingdao residents; and 2) To verify that gender, age, income level, education level, ease of use of online shopping, usefulness of online shopping have a positive effect on the online consumption behavior of Qingdao residents.
This study adopted the quantitative research method. There were 650 questionnaires distributed, 648 questionnaires were collected, 621 questionnaires were valid, and the effective rate was 95.5%. Based on the theory of consumption behavior, this paper found that: 1) The factors influencing residents’ online consumption behavior include: income level, education level, ease of use of online shopping, usefulness of online shopping;2) Gender, age, income level, education level, ease of use of online shopping, usefulness of online shopping have a positive effect on residents’ online consumption behavior. For recommendations, marketing strategies should focus on the following aspects:1) Breaking down online purchasing metropolitan commercial barriers; 2) Improving the consumer experience while reducing the risks associated with space development; 3) Adopting e-commerce businesses mix online and physical stores to handle product experience.
Keywords: online consumption behavior, consumption characteristics, influencing factors
The influencing factors of online consumption behavior of residents in Qing Dao, China /
6417195438 Chen Binglin 2566 (2023) The influencing factors of online consumption behavior of residents in Qing Dao, China สารนิพนธ์ (Independent Study), Advisor: Dr. Ma Yu, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University
Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,International Business Management