Attitude, Social Influence, Shopping Motivation, and Perceived Usefulness Affecting Online Shopping Satisfaction of Chinese Consumers in Kunming City, China

Abstract

This independent study was aimed at exploring how attitude, social influence, shopping motivation, and perceived usefulness affecting online shopping satisfaction of Chinese consumers in Kunming city, China. The survey questionnaire was used as an instrument for collecting the primary data. The sample size was 250 online consumers in Kunming city. The statistics of data analysis were reliability analysis, descriptive statistical analysis, and multiple regression analysis. The results were found that the majority of respondents were females with 20-39 years of age. They were company employees and earned average monthly income of CNY 4, 000 - 6,000. Most of them completed bachelor’s degrees and they shopped online every month. Based on the findings, the social influence and perceived usefulness affected online shopping satisfaction of Chinese consumers in Kunming City, China. While the attitude, and shopping motivation in terms of price sensitivity, promotion sensitivity, service quality sensitivity, and brand sensitivity did not affect the online shopping satisfaction of people in Kunming City, China.