NERVOUSNESS BEHAVIOR OF FOREIGNERS TOWARDS ONLINE SHOPPING IN CHINA:THE MAJOR CONCERNS TOWARDS ONLINE SHOPPING

Abstract

This study's major purpose was to identify the underlying causes of concern felt by international individuals in China when engaged in online purchasing. To  accomplish this, an S-O-R (Stimulus-Organism-Response) based theoretical model was employed, taking into account various factors such as acculturation and language barriers as stimuli for evaluating their influence on the organism—specifically, E-customer satisfaction—and then examining the response regarding online purchase intention as a means of gauging the foreigners' discomfort. Using an online questionnaire, data were collected and analyzed using structural equation modeling. Using confirmatory factor analysis approaches, construct validity and underlying structural linkages were determined. The results demonstrate a positive and statistically significant link between stimulators including language obstacles, acculturation, and online privacy risk, disturbed information searching, and online purchasing intent. Yet, there was no correlation between bad foreigner orientation or subpar website navigation flow and intents to make digital transactions. This analysis has significant significance for its capacity to shed light on the various aspects foreign citizens assess when selecting whether or not to engage in digital transactions in China. The practical applicability of this study's findings for foreigners residing in China, as well as for large e-commerce  platforms and other businesses operating within the country's borders, makes them very valuable. In addition, major theoretical contributions and pertinent policy implications resulting from these findings have been made.