An investigation into factors of affecting online shopping within China on college students
Content
1. Project title
An investigation into factors of affecting online shopping within China on college students
2. Research Context
With the proliferation of using internet，the way of living and working has increasingly changed, such an environment enables people to gain information such as pictures, videos, news and knowledge as well as purchase goods through internet. So, The proportion of E-shopping has been consistently growing. Internet World States (2010) reports that China is the world’s largest Internet market. According to “China Internet network information center” (CNNIC) reported that in 2009 the number of Chinese online shoppers is108 million with 45.9% annual growth rate. At present the rate of online shopping has reached to 28.1% from 22.1% at the end of 2007. However, which group of people are the main customers to shop online and what factors drive these people to purchase on the internet? A survey did by Iresearch ( Iresearch is a company that focuses on internet media, e-commerce, online games and other new economic fields, it studies in-depth of understanding of consumer and provides market research for network industry) company reveals that the users group between the ages of 18 and 30 are Chinese main online shopping customers. Due to higher level of education among college students, and the use of internet become adept, they have more demand for the products online, their expected income in the future is relatively high, so they are more likely to dominate the future network consumption.
Additionally, relevant surveys reveal that 32.3% of internet users are students by the end of 2006. The total amount of students’ online shopping in six months is 3.1 billion which accounts for one quarter of those of non-students by the end of July, 2008. (Su, D. & Huang, X.2011). Meanwhile, the competition between all kinds of e-commerce website is fierce. Constantinides, (2004) suggests that understanding the process of
1. Project title
An investigation into factors of affecting online shopping within China on college students
2. Research Context
With the proliferation of using internet，the way of living and working has increasingly changed, such an environment enables people to gain information such as pictures, videos, news and knowledge as well as purchase goods through internet. So, The proportion of E-shopping has been consistently growing. Internet World States (2010) reports that China is the world’s largest Internet market. According to “China Internet network information center” (CNNIC) reported that in 2009 the number of Chinese online shoppers is108 million with 45.9% annual growth rate. At present the rate of online shopping has reached to 28.1% from 22.1% at the end of 2007. However, which group of people are the main customers to shop online and what factors drive these people to purchase on the internet? A survey did by Iresearch ( Iresearch is a company that focuses on internet media, e-commerce, online games and other new economic fields, it studies in-depth of understanding of consumer and provides market research for network industry) company reveals that the users group between the ages of 18 and 30 are Chinese main online shopping customers. Due to higher level of education among college students, and the use of internet become adept, they have more demand for the products online, their expected income in the future is relatively high, so they are more likely to dominate the future network consumption.
Additionally, relevant surveys reveal that 32.3% of internet users are students by the end of 2006. The total amount of students’ online shopping in six months is 3.1 billion which accounts for one quarter of those of non-students by the end of July, 2008. (Su, D. & Huang, X.2011). Meanwhile, the competition between all kinds of e-commerce website is fierce. Constantinides, (2004) suggests that understanding the process of