Abstract:
This study was about the dominant factors influencing customers‘ choice of Jingdong Mall online shopping. And e-commerce has experienced rapid growth since the early years in China. It is important to find out the factors that influence the customer choice of Jingdong Mall. In this thesis, the researcher used questionnaires with Likert scales and 150 samples as quantitative method and SPSS 20 to analyze the collected data method. The researches set up 4 independent variables that might influence customer choice of Jingdong Mall. From the outcome of research, the researcher found out among the four variables. Reliability is the main factors that influence customer choice of Jingdong Mall. Whereas Website designs, Customer service and Trust have no impact towards customer choice of Jingdong Mall.
