Investigating Customers’ Online Purchasing Intention towards Foreign Products in Qingdao, China

Abstract

This study investigates customers’ online purchasing intention towards foreign products in Qingdao, China. Based on theory of planned behaviour, the researcher uses the quantitative method to propose research hypotheses and examine the influencing factors of customers’ purchasing intention. Data were collected by questionnaire survey, and SPSS software was used for data analysis. The results show that perceived quality, perceived price, perceived value, subjective norms and perceived behaviour control have an impact on customers’ purchasing intention. Thus, there is a significant positive correlation between these variables and customers’ purchasing intention. This study’s results are helpful to enrich the academic research on customers’ purchasing intention. Furthermore, it provides reference for domestic and abroad e-commerce enterprises. This study provides an additional opportunity for decision makers to develop and design more effective marketing strategies to ensure the enterprises’ performance. Meanwhile, it helps to promote better and sustainable development of China’s cross border e-commerce industry.