Influencing factors of Chengdu college students' participation intention in online shopping activities

Name: Tan Guangqing

keyword: College student

LCSH: College students -- China -- Chengdu -- Research

; Participation intention

LCSH: Internet shopping -- China -- Chengdu -- Research

; Online shopping activities

LCSH: Consumer behavior -- China -- Chengdu -- Research

LCSH: College students -- Attitudes -- Research

LCSH: Consumers -- Psychology -- Research

LCSH: Electronic commerce -- Social aspects -- Research

LCSH: Business Administration -- Research

Abstract: In the face of fierce market competition, major e-commerce companies used festivals as promotional opportunities to launch different marketing activities to attract consumers' attention. Similar to traditional retailers (such as department stores and shopping malls), online e-commerce companies also made full use of certain days of the year for promotions such as "Cyber Monday" and "Double Eleven." College students generally preferred the concept of online shopping in purchasing products 24 hours a day for convenience in payment and selection, and they also show their participation through different channels. The purpose of this study was to investigate the significant difference in college student participation intention with varying variables of control (gender, study major, and year of study) for the online shopping activities in Guizhou; to examine the influencing mechanism of the Chengdu College students' participation intention in product factor, innovation diffusion factor, and online purchase factor based on online shopping activities; and to put forward feasible suggestions to the online shopping platforms through the Chengdu college students' attitudes and desire for their enjoyment in the consumption expectation. Four hundred twenty-seven completed questionnaires of Chengdu college students were collected through the online WeChat platform by random sampling between March and April 2023. The results showed that product, innovation diffusion, and online purchase factors significantly impacted purchase intention. In addition, another dimension of variables based on functional value, hedonic value, internet innovation, product innovation, innovation compatibility, payment security, and website service would also be vital for college students to use online shopping platforms.

Address: BANGKOK

Email: library@northbkk.ac.th

Name: Rapassa Roung-onnam

Role: Advisor

Name: Yu Yanyan

Role: Advisor

Created: 2023

Modified: 2026-04-03

Issued: 2569-04-03

วิทยานิพนธ์/Thesis

application/pdf

eng

Spatial: Chengdu

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Management

Grantor: North Bangkok University

©copyrights North Bangkok University

ใช้เวลา

0.060657 วินาที