THE ANALYSIS OF FACTORS AFFECTING BUYING DECISION IN ONLINE SHOPPING: A SURVEY OF PRESIDENT UNIVERSITY CHINESE STUDENT 2010-2013

Abstract

The purpose of this research is to analyze of what factors affecting buying decision in China‟s online shopping, because, nowadays with the rapid development of internet technology, online shopping becoming common among china people in different age. Consumers choose online shopping which is another shopping channel that is more convenient and express than traditional shopping pattern. This study, it used the quantitative research and regression research by directly found the primary data from President University Chinese students. It analyzed the data with regression analysis. The researcher used T-test to identify the level of significance of individual independent variable (price, time saving, security and convenience) influence towards dependent variable(buying decision). And get result through SPSS16.0 and primary data. The objective of this study was to investigate the factors affecting China‟s online shopping, there were two objectives in this study: 1. To find out what extent price, time saving, convenience, security influence buying decision in President University Chinese students. 2. To find out which independent variable highly influence buying decision in President University Chinese students.