DOI 10.14707/ajbr.200085

Antecedents of Chinese Consumer’ Online Shopping Behaviour

DOI 10.14707/ajbr.200085

Richard Asiedu
Faculty of Science, Technology, Engineering and Mathematics, International University of Malaya-Wales (IUMW), Malaysia

Francisca Nyarai Mapiye Dube
International Business School Suzhou (IBSS), Xi’An Jiaotong-Liverpool University, China


The internet has become part and parcel of consumers’ daily activities. One can simply buy anything online only with a click of a button and have products delivered right at their doorstep. This paper explores the antecedents of Chinese consumer behaviours towards online shopping. The quantitative research method was adopted for the study using data obtained from 208 Suzhou residents and analysed using Structural Equation Model (SEM) with Amos 23. The paper concludes that attitude is the sole predictor of online shopping behaviour. The results of the study further show that online shopping experience and social influence relate positively and significantly with the sentiment but price motion was not significant. Also, convenience has a positive significant relationship with attitude whiles perceived usefulness, but the ease of use was not significant. Finally, the results reveal that sentiment is not directly related to online shopping behaviour but indirectly related through attitude. Based on these findings, we provide important managerial implications and offer guidance to e-commerce platforms and online retailers.

Keywords: Online Shopping, Customers’ Behaviour, Structural Equation Modelling

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