The Impact of Consumer Behaviour on Online Shopping in Beijing, China

Abstract

From the vantage point of online shopping, this study analyses the most critical factors in consumer behaviour and their linkages. The researchers are trying to find out how popular internet shopping is in Beijing, China, and how it affects customer purchase decisions. Online shopping is a new marketing channel that provides customers with extensive product information and tailored services, allowing them to purchase at any time and location, giving enormous convenience to consumers in their everyday lives and education. The buying habits of consumers are, of course, influenced by a wide range of elements such as their culture, social class, link to their "reference group," their family, income, their age, and their gender, all of which play a role in how they spend their money. An investigation of what influences customers' online shopping habits is the goal of this paper. The resulting analysis confirms the underlying research hypothesis that the impact of consumer behaviour in online shopping in the Beijing, China, market is directly dependent on the following determinants: product price, consumer trust, convenience, and product variety.