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A Comparative Analysis of Chinese Consumers’ Increased vs. Decreased Online Purchases

A Comparative Analysis of Chinese Consumers’ Increased vs. Decreased Online Purchases

Tao Zhou, Yaobin Lu, Bin Wang
Copyright: © 2011 |Volume: 9 |Issue: 1 |Pages: 18
ISSN: 1539-2937|EISSN: 1539-2929|EISBN13: 9781613509951|DOI: 10.4018/jeco.2011010103
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MLA

Zhou, Tao, et al. "A Comparative Analysis of Chinese Consumers’ Increased vs. Decreased Online Purchases." JECO vol.9, no.1 2011: pp.38-55. http://doi.org/10.4018/jeco.2011010103

APA

Zhou, T., Lu, Y., & Wang, B. (2011). A Comparative Analysis of Chinese Consumers’ Increased vs. Decreased Online Purchases. Journal of Electronic Commerce in Organizations (JECO), 9(1), 38-55. http://doi.org/10.4018/jeco.2011010103

Chicago

Zhou, Tao, Yaobin Lu, and Bin Wang. "A Comparative Analysis of Chinese Consumers’ Increased vs. Decreased Online Purchases," Journal of Electronic Commerce in Organizations (JECO) 9, no.1: 38-55. http://doi.org/10.4018/jeco.2011010103

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Abstract

Previous research on online consumer purchases has focused on increased purchases and neglected decreased purchases. However, factors impacting these purchases are different. Drawing on the two-factor theory, in this paper, the authors compare factors affecting increase and decrease in Chinese consumers’ online purchases. The authors conducted separate group analyses with PLS. The results show that consumers’ perception of service quality significantly affects increases in their online purchasing behavior, whereas their perception of website quality significantly affects decreases in online purchasing. These results show that e-tailers must not only focus on factors that promote online shopping but also those that deter consumers from making online purchases.

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