Factors impacting online purchasing behavior: The case analysis of H&M in China
Today, smartphone usage has increasingly replaced bank cards, computers, and traditional entertainment. The demand for mobile phones among Chinese consumers remains high, with online sales now accounting for a significant share of the market. Consequently, mobile phone companies and organizations are developing online sales platforms and employing diverse marketing strategies to attract and retain customers. These online consumer behavior strategies are vital in enhancing e-marketing tactics and providing consumers with an improved shopping experience. The model employed in this study extends the Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), and the Functional Theory of Attitude, along with the e-marketing mix—7Ps. An online survey conducted in China collected 325 responses as primary data. Statistical analyses, including Pearson correlation and regression, were utilized to examine the influence of each element of the e-marketing mix on online consumer attitudes. Findings reveal that the elements of ‘Product’ and ‘Physical Evidence’ exert the most significant impact on consumer attitudes. The ‘Price’ element also plays a crucial role, as evidenced by a substantial, positive Pearson Correlation; however, it did not demonstrate significance in the regression analysis. The remaining four elements remain important, primarily as supporting factors for the primary elements. Ultimately, these e-marketing elements can help predict online consumer behavior to some extent.
