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.This research comprises of one dependent variable
(online shopping behavior) and four independent variables (Website design,
Reliability, Customer service, Trust ). Quantitative survey was chosen as the method
of this research with online shopping behavior in president university as the
population, and purposive or judgmental technique as the sampling technique. In this
thesis, the researcher used questionnaires with Likert scales and 260 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 not much
impact towards customer choice of Jingdong Mall.
