Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.12540/378
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dc.contributor.advisorRahman, Jahiduren_US
dc.contributor.authorXiang, Yuxinen_US
dc.date.accessioned2021-01-07T02:40:55Z-
dc.date.available2021-01-07T02:40:55Z-
dc.date.issued2020-
dc.identifier.citationXiang, Y. (2020). Does gender make a difference on college students' online shopping perception in China? [Unpublished bachelor's thesis]. Wenzhou-Kean University.en_US
dc.identifier.urihttps://hdl.handle.net/20.500.12540/378-
dc.description.abstractThe purpose of this research is to explore the gender difference on college students’ online shopping perception in China. The questionnaire, credibility evaluation, and SEM theory are contained. The respondents consist of 251 college students (59% male and 41% female), and they are all from the five regions (north, south, central, west, and east) in China. After the data process and analysis, the correlations between the site quality, trust, perceived usefulness, subjective norms, enjoyment, and continuance intention are clarified. The results show that the males are significantly influenced by the trust and subjective norms, and females would rather focus on the site quality and perceived usefulness. Each independent factor haves direct or indirect effect on consumers’ continuance intention, as for men, the subjective norms influence the most. The enjoyment influences the women the best. The site quality is the least factor which influence men, and trust is the least factor which influence women. The conclusion can be used as a guide for e-commerce retailers to do the sales promotion, and also the advice for impulsive student consumers.en_US
dc.format.extent28 pagesen_US
dc.format.mimetypeapplication/pdfen_US
dc.language.isoengen_US
dc.rights.urihttps://creativecommons.org/licenses/by-nc/4.0/-
dc.subject.lcshSite Qualityen_US
dc.subject.lcshTrusten_US
dc.titleDoes gender make a difference on college students' online shopping perception in China?en_US
dc.typeThesisen_US
dc.rights.licenseAttribution-NonCommercial 4.0 International (CC BY-NC 4.0)en_US
wku.groupCollege of Business and Public Managementen_US
wku.identifier.studentID1025905en_US
dc.subject.keywordsPerceived Usefulnessen_US
dc.subject.keywordsSubjective Normsen_US
dc.subject.keywordsEnjoymenten_US
dc.subject.keywordsContinuance Intentionen_US
wku.thesis.degreeBachelor of Scienceen_US
wku.degree.disciplineAccountingen_US
wku.degree.grantorWenzhou-Kean Universityen_US
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