The Factors Affecting Online Purchase Intention in E-Commerce Industry in China

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Online purchase intention is influenced by consumer behaviour and perceived usefulness, impacting e-commerce growth.
The study identifies key factors like trust in platforms and website design, crucial for businesses to enhance online sales.
Analysis incorporates cultural and demographic elements, revealing diverse influences on consumer purchase decisions.
Theoretical models such as the Technology Acceptance Model guide understanding of consumer behaviour in e-commerce.

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Analysis reveals consumer behaviour and perceived ease of use impact online purchase intention, suggesting businesses adapt strategies.

Qiang et al. (2024) studied this question.

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