Online shopping among Chinese consumers: an exploratory investigation of demographics and value orientation

Authors


Yi Cai, Family and Consumer Sciences Department, California State University, Northridge, CA 91330-8308, USA. E-mail: tomcai@csun.edu

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.

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