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Academic Journal of Business & Management, 2024, 6(4); doi: 10.25236/AJBM.2024.060430.

A study on influencing factors of online shopping intention of college students in Hefei City


Jing Zhao1,3, Kim Mee Chong3, Lin Zhao2,3

Corresponding Author:
Lin Zhao

1Anhui Technical College of Mechanical and Electrical Engineering, Wuhu, Anhui, 241000, China

2College of International Education, Shandong Jiaotong University, Jinnan, Shandong, 250357, China

3Graduate School of Business, SEGI University, Kuala Lumpur, 47810, Malaysia


The process and informatization of networking has spawned a large number of trading platforms, and college students are becoming the main group of online shoppers. This study analyzed the online shopping intention, the perceived risk and perceived ease of use. It formed a summary of the current theoretical system through literature induction. On the basis of this research hypothesis, questionnaires were developed for undergraduates of Hefei University of Technology (Feicui Lake Campus), Anhui University (Qing Yuan Campus) and Anhui Jianzhu University (South Campus). We collate all the data for further model analysis and verify the model based on computer software. The results show that college students' perception of online shopping risk is negatively correlated with their intention to use online shopping, while their perception of online shopping ease of use is positively correlated with their intention to shop online, which is consistent with the theory.


Online Shopping Intention, Perceived Risk, Perceived Ease of Use

Cite This Paper

Jing Zhao, Kim Mee Chong, Lin Zhao. A study on influencing factors of online shopping intention of college students in Hefei City. Academic Journal of Business & Management (2024) Vol. 6, Issue 4: 201-211. https://doi.org/10.25236/AJBM.2024.060430.


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