Factors influencing consumers' choices of online shopping versus non-online shopping in china: an exploratory study

Abstract

This research paper aims to explore the important factors that impact consumers' choices between online shopping and non-online shopping in China. With the rapid growth of e-commerce, online shopping has become increasingly popular among Chinese consumers. However, traditional brick-and-mortar retail still holds significance in the market. This study seeks to identify the key factors that influence consumers' decision-making process when choosing between online and non-online shopping options in China. The research methodology involves a combination of qualitative and quantitative approaches, including surveys with consumers, interviews with industry experts, and analysis of consumer behavior data. By examining factors such as convenience, product variety, price, trust, social interaction, and service quality, this study aims to provide insights into consumer preferences and motivations in the context of online and non-online shopping. The findings will be valuable for retailers, marketers, and policymakers in understanding consumer behavior and developing effective strategies to attract and retain customers in the competitive retail market in China.