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DOI :
Journal Korea Society of Visual Design Forum , Vol.56, No.0, 37 ~ 49, 2017
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| Title |
| Effects of Chinese consumers`shopping orientation and browsing on purchasing behavior |
| 려언예 Yan-ni Lu , 고순화 Soonhwa Ko , 이영선 Youngsun Rhee |
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| abstract |
| Background Recently, China has seen a sharp increase in online shopping with the growing presence of the internet. Moreover, consumers make their decisions based not only on either online or offline shopping, but rather on the combination of both. This study aimed to find the relationships among shopping orientation, browsing, and purchasing behavior in both online and offline markets.
Methods The survey was conducted among 376 male and female consumers from late 10s to late 30s who lived in Dalian, China. The data was analyzed by factor analysis and path analysis using AMOS of SPSS18.0.
Result As a result of analyzing the clothing shopping orientation of Chinese consumers, four factors were extracted: hedonic, convenient, economical and efficient shopping orientation. Three factors of shopping orientation had significant influences on online and offline browsing and hedonic shopping orientation was the most influential factor. Both online and offline browsing had significant influences on impulse buying and the ratio of expenditure on clothing in online vs. offline markets.
Conclusion There were causal relationships among shopping orientation, online and offline browsing, impulse buying, and the ratio of online vs. offline expenditure on clothing. It was identified that online and offline browsing were the important variables in purchasing behavior. |
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| Key Words |
| 쇼핑성향, 온·오프라인 브라우징. 구매행동, Shopping Orientation, Qnline/Offline Browsing, Buying Behavior |
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