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Title:
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PREDICTING ONLINE SHOPPING INTENTIONS FOR TAOBAO.COM |
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Author(s):
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Peggy M. L. Ng, Ronnie Cheung |
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ISBN:
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978-972-8939-55-7 |
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Editors:
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Piet Kommers, Ji-ping Zhang, Tomayess Issa and Pedro Isaías |
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Year:
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2011 |
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Edition:
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Single |
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Keywords:
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Online shopping Intentions, B2C E-Commerce |
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Type:
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Short Paper |
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First Page:
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246 |
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Last Page:
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250 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Taobao.com is a well-known online shopping website in China. There are significant numbers of online shopping researches in the literature. However, research investigating shopping behaviors of online consumers in electronic commerce environments in China has been scarce. Therefore, an empirical study was conducted to investigate the online shopping behavior of Hong Kong consumers for Taobao.com. The research shows that brand awareness, perceived ease of use, website design and reliable payment methods have positive influence on customer intention to shop online. On the other hand, web surfing time, trust, peer influence, usefulness of the web site and early adaptor behavior does not show any significant influence on customers intention to shop online. In this research, marketing mix strategies are proposed to increase consumers intention to shop online. |
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