THE ANALYSIS OF FACTORS THAT AFFECT CHINESE COLLEGE STUDENTS PREFER ONLINE SHOPPING THAN OFFLINE SHOPPING

Abstract

With the development of E-commerce and Internet technology, online shopping has gradually become one of the main consumption patterns. In this part of the population, college students have gradually become the main force of online shopping, they represent a stylish way of shopping. In this research, an attempt was made to explore the factors that affect Chinese college student decision of online shopping. The researcher using qualitative method by collecting data based on beyond talk data in a way of documentation, verbal data which is through interviews. The results of the study show that the influencing factors for online shopping were identified as convenience, better price, consumption psychology, popularity of E-commerce and E-payments, and Chinese culture.