A Study on Online Purchasing Behavior in JD.com ()
ABSTRACT
Online
shopping or purchasing is a human activity where people buy goods, products, or
services through the Internet. In this time, individuals are increasingly
transitioning to online shopping or purchasing alongside the development of
different websites (Tsai, Janice, & Egelman, 2001). The objective of this research is to explore the characteristics of
online purchasing behaviors, factors affecting these behaviors, and the extent
of the impact of these factors in JD.com, which is one of China’s biggest and
largest online purchasing platforms (JD.com, n.d.). The respondents of this research were individuals who are customers of
JD.com or individuals who have the experiences or intention of purchasing on
the same platform. The qualitative analysis of this research reveals that four
characteristics of online purchasing behavior in the case of JD.com are
present. First, the customers of online purchasing in JD.com pay more attention
to the quality of the goods. Second, the price is the most important factor.
The results of the multiple linear regression model and principal component
analysis show that there are three indirect factors of online purchasing
behaviors. These are the affect factors, social factors, and perceived risk
factors. These three factors influence online purchasing behaviors through
influencing online purchasing intention. Moreover, there are also three direct
factors of online purchasing behaviors. These are the habits, facilitating
conditions, and online purchasing intentions. Further, results show that the
influences of all six factors are significant. In conclusion, JD.com and other
online shopping platforms can use the result of this research and pay attention
to the six factors affecting online purchasing behaviors to improve a company’s
services and increase the number of its customers.
Share and Cite:
Ge, D. (2022) A Study on Online Purchasing Behavior in JD.com.
Open Journal of Business and Management,
10, 466-500. doi:
10.4236/ojbm.2022.101027.
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