FACTORS INFLUENCING COLLEGE STUDENTS BUYING THROUGH ONLINE SHOPPING: (A CASE OF CHINESE STUDENTS AT PRESIDENT UNIVERSITY)

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.