A Study on the Factors Influencing the Purchasing Intentions of Chinese Consumers for Overseas Direct Purchases -Focusing on Consumers Who Utilize Mobile Applications
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초록
This study aims to dissect the factors influencing the overseas direct purchase intentions of Chinese consumers via mobile applications. It embarks upon an exploration of elements impacting perceived value, perceived risk, and decision-making processes. The credibility of the data is corroborated through surveys and SPSS, while the influence of individual factors is scrutinized via regression analysis. This study delves into identifying the key factors influencing overseas direct purchases through applications, and probes the influence of perceived value and risk on these variables. The findings illustrate that five dimensions - product value, perceived value, service value, sensory experience, and informational experience - exert a significant impact on purchase intentions. Conversely, the interactive experience does not manifest a substantial influence on purchasing intent. Consequently, corporations are advised to concentrate their efforts on fortifying these five dimensions.
Abstract
This study aims to dissect the factors influencing the overseas direct purchase intentions of Chinese consumers via mobile applications. It embarks upon an exploration of elements impacting perceived value, perceived risk, and decision-making processes. The credibility of the data is corroborated through surveys and SPSS, while the influence of individual factors is scrutinized via regression analysis. This study delves into identifying the key factors influencing overseas direct purchases through applications, and probes the influence of perceived value and risk on these variables. The findings illustrate that five dimensions - product value, perceived value, service value, sensory experience, and informational experience - exert a significant impact on purchase intentions. Conversely, the interactive experience does not manifest a substantial influence on purchasing intent. Consequently, corporations are advised to concentrate their efforts on fortifying these five dimensions.
참고문헌 (12)
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