FACTORS AFFECTING CONSUMER BUYING DECISIONS THROUGH POPULAR E-COMMERCE WEBSITE IN THE PEOPLE’S REPUBLIC OF CHINA
คำสำคัญ:
Website Elements (7c’s), Website Credibility, Consumer Buying Decision, e-Commerceบทคัดย่อ
Understanding the relationship between customers' personal factors and their purchasing decision-making process is vital for e-Commerce enterprises, as it enables them to better personalize their marketing and sales strategies to the needs and preferences of their target customers. This quantitative study aims to: 1) examine the individual factors that influence consumers' purchasing decisions made through popular e-Commerce websites in the People's Republic of China; 2) examine the website elements (7Cs) with consumers' purchasing decisions made through such websites; and 3) examine the website credibility in relation to consumers' purchasing decisions made through such websites. The research population is based on a sample of 385 customers who made purchasing decisions through popular e-Commerce websites in Beijing Provinces, the People's Republic of China. The data was collected using a questionnaire through the convenience sampling method and analyzed through frequency, percentage, mean, and standard deviation. The study also employs a t-test, F-test, and multiple regression analysis to test the hypothesis. The findings showed that personal factors including gender, age, education level, and average monthly income did not differ significantly in their impact on consumer buying decisions. On the other hand, the study found that website elements such as context, content, community, connection, and commerce had a positive relationship with consumer buying decisions, with a predictive power of 35.6% and statistical significance at 0.05 level. Additionally, website credibility, encompassing system quality, service quality, user interface quality, and trust, was positively related to consumer buying decisions, with a predictive power of 73.4% and statistical significance at the 0.05 level.
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