FACTORS IMPACTING JUNIOR COLLEGE STUDENTS’ ATTITUDE AND PURCHASE INTENTION OF ONLINE SHOPPING IN NANNING, CHINA

Jingwen Yang

Authors

Jingwen Yang Ph.D. Candidate in Innovative Technology Management, Assumption University, Bangkok, Thailand.

Keywords:

Online Shopping, Junior College Student, Purchase Intention, China

Abstract

This research explores factors influencing junior college students' attitudes and purchase intentions toward online shopping in Nanning, China, using the Technology Acceptance Model, Theory of Reasoned Action, and Theory of Planned Behavior. A quantitative approach was applied with a questionnaire, tested for reliability through Item-objective congruence and Cronbach’s Alpha, and distributed online to 500 students. Data was analyzed using Confirmatory Factor Analysis and Structural Equation Modeling to test hypotheses. The results indicated that perceived risk and attitude are the key factors influencing purchase intention in online shopping. Perceived risk strongly influenced purchase intention, followed by attitude. Perceived enjoyment, usefulness, ease of use, and trust also impacted ATT. Online platforms should focus on improving security, product quality, and service to boost online shopping frequency and purchase intention among junior college students.

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