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An Investigation Of Decision-Making Style Of Chinese College Student Online Apparel Shoppers, Yao Zeng
An Investigation Of Decision-Making Style Of Chinese College Student Online Apparel Shoppers, Yao Zeng
LSU Master's Theses
Internet users in China increased to 210 million with an annual growth rate of 53.3 percent in 2007 (CNNIC, 2008). This dramatic increase of Internet usage in China provides numerous opportunities for online marketers. Thirty-eight percent of Chinese netizens are 18 to 24 years old, among whom college netizens account for a large proportion in China (CNNIC, 2008). Given the market potential of targeting this group, research is needed to understand Chinese college students’ online shopping behavior. The purpose of this research was to better understand Chinese college student online apparel shoppers by investigating their decision-making style and explore the …