| Nowadays,the Internet is becoming more present in our daily routine.The Internet has opened the way to more businesses diversification.Marketers around the world and especially in China are using the Internet as a tool to develop their marketing strategies and attract potential consumers.This research paper was conducted to examine the factors that could potentially affect online shopping behavior of international students in Wuhan.A five-level Likert scale online questionnaire,which was established based on prior literature,was administrated through an online application named Wechat.A total of 200 respondents were extracted from the survey.Based on previous research,four factors(perceived benefits,perceived risks,psychological factors and website design and quality)were influencing the students online shopping.Descriptive analysis revealed that most of the respondents were African and Asian students,with average income and were willing to shop on Alibaba to mostly shoes and clothes.The Correlation analysis indicated a relationship between each independent variable on the dependent variable(online shopping behavior).Last but not least,a multiple regression analysis revealed that most of the independent variables statically significantly predict the online shopping behavior.Although,only the psychological factor is not statically significant.Therefore,e-retailers should implement more trustworthy and safe online websites in order to motivate students to adopt online shopping. |
PDF Full Text Request