THE DETERMINANT FACTORS OF CUSTOMERS' PURCHASE BEHAVIOR IN ONLINE SHOPPING AMONG CHINESE OVERSEAS

Abstract

Purpose The aim of this research is to find out the determinant factors purchase behavior in online shopping which are product information quality, service information quality, security perception, site awareness and information satisfaction. Method This research did data collection through questionnaire, the questionnaire includes 30 question and the sample was the Chinese who live in overseas at least 1 year. This research dividedthe demographic factors into gender, age, monthly income and online shopping frequency. This research usestatistic software to test thevalidity anduse theCornbrash’s alpha to test the reliability. Then the data is analyzed usingStructural Equation Model aimto test the hypothesis. Findings This research found that security perceptionand site awarenessinfluence informationsatisfaction. The result also indicatedthat informationsatisfaction has significant influence on purchase behavior. While the two factors which are product information qualityand service information haveno significant influence on purchase behavior. Originality/value This research is aim to test the influence of product information quality, service information quality, security perception and site awareness on information satisfaction and purchase behavior. In order to know more about Chinese customer who have shopping online and live overseas at least 1 year.