A quantitative research on the attitude of European students towards Chinese web shops

Abstract: A quantitative research in the attitude of European students towards Chinese web shops. The purpose of this research is to determine which factors influence the attitude of European students the most while purchasing from Chinese webshops. The research framework is inspired by the Theory of Planned behaviour. The responses from the questionair were analysed using SPSS and the findings indicated that perceived behaviour control influences the attitude of European students the most, closely followed by website factors and service quality. In contrast, the factors subjective norms, price as well as product variety shows relatively smaller influence. Nevertheless, these factors should not be neglected when targeting European students for online shopping.