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Keywords:

  • Chinese consumers;
  • diffusion of innovation;
  • Internet usage;
  • online shopping;
  • Schwartz's value structure;
  • structural equation modelling

Abstract

The current study examined the relationship between Chinese consumers' personal value orientations and their Internet usage and online shopping behaviour. The study was based on responses from a sample of 1620 respondents in five cities in China. Based on Schwartz's value structure, four value orientations were identified and named as ‘openness to change orientation’, ‘self-enhancement orientation’, ‘conservation orientation’ and ‘self-transcendence orientation.’ Logistic regression analysis was used to investigate the relationship between respondents' demographics, socio-economic characteristics, value orientations and their Internet usage and online shopping behaviour. Also, a structural equation modelling analysis was employed. ‘Openness to change orientation’ and ‘self-enhancement orientation’ were found to have direct or indirect positive effect on respondents' online shopping behaviour; whereas ‘conservation orientation’ and ‘self-transcendence orientation’ were not significant in the equation estimation.