Factors Influencing Online Shopping Behavior of International Students: A Case Study in Guangzhou, China

The aim of the study to explore the factor influencing online shopping behavior of international students who are studying in Guangzhou, china. The current study surveyed only the international Students of South China University of Technology of Guangzhou city in China and total 169 questionnaire samples have been distributed. Quantitative study approached has been adopted to collect analyze and present data in this study. Data for the study is drawn from two main sources-primary source and secondary source. Primary data was collected through the administration of structured questionnaires from 169 international university students. The collected sample was analyzed by using (SPSS) software which is convenient to use and fast to get the results. Frequency, descriptive analysis, and to check reliability of the tool internal consistency method using SPSS by finding Cronbach‘s alpha value lastly correlation factors was determined. And Secondary data is obtained from journals, published books, different blogs, lecture notes and internet etc. This study focused on strategies for analyzing the present scenario of international students as a shopper; survey their shopping behavior, factor influencing their online shopping patterns and consumption behavior. Functionality, privacy, trust, firm reputation and perceived value are the major influencing factors on consumer online shopping behavior. The relationship and data reliability of the influencing factors are significantly reliable and has significant relationships which justify the research. Study concluded that among the influencing factors functionality factor ranked top importance followed by privacy, firm reputation, perceived value, and trust. The lower ranking of trust is indicating that major respondents group feels uncomfortable or unsafe to do online shopping.