Factors Affecting Online Purchase Intentions Of Consumers In China And Uzbekistan:A Comparative Approach

Consumers tend to choose online shopping to conventional shopping,given its convenience and flexibility for buyers.During 2014,Chinese e-commerce shoppers spent about US$ 21 billion online,a sum that has grown more than 70%annually since 2009 and is expected to continue grow rapidly,reaching US$ 50 billion by 2015(Bain&Company research,2015).Number of online users in China exceeded 369 million in 2014 and expected to reach 520 million by end of 2015(iResearch,Forrester Research,2014).The purpose of this study was to examine the factors that encourage purchase intentions of consumers when buying goods online(China and Uzbekistan).Using comparative approach,the study examined these factors in the context of China and Uzbekistan.The research had three primary objectives to focus on:(1)to study relationship of subjective(individual demands,consumers' attitude)and objective factors(price,quality and website credibility)and online purchase intentions,(2)to explore differences between Chinese and Uzbek consumers in terms of factors influencing their online purchase intentions,(3)to analyze the importance of online selling purchase intentions for further decision making in online trading field.Initially,focus groups interviews were conducted with online shoppers aged 18-40 to get more insights about consumer's views and that also served as a core basis for the questionnaire design.Based on the information from focus groups interviews,a questionnaire survey was designed.Out of 125 questionnaires distributed,90 respondents' questionnaires were collected for China based survey in Jianggan district of Hangzhou,Zhejiang province and 85 respondents' questionnaires were collected for Uzbekistan based surveys in Tashkent city,Uzbekistan from 10th August to 18th October 2015.Differences in subjective factors associated with online purchase intentions between Chinese and Uzbek consumers were observed.For Chinese consumers,study revealed that the subjective factor wasn't relevant in affecting the Chinese consumers' online purchase intention and behavior.The three objective factors including price,product quality and web trust,are found significant to affect both Chinese consumers' and Uzbek consumers online purchase intention.The study extended prior research on online purchase intentions and contributed to existing literature.