Consumer Behavior on Online Shopping Platforms in China

Abstract

Amidst the wave of digitization, online shopping has emerged as a pivotal avenue for individuals to purchase goods and services. Diverging from the conventional brick-and-mortar stores, online shopping platforms offer a more convenient and diversified shopping experience. However, despite their widespread popularity among consumers, investigating the variations in consumer behavior and the determinants across these platforms remains a worthy endeavor. This study zooms in on online shopping platforms such as Taobao, TikTok, and Pinduoduo, aiming to scrutinize the behavioral patterns, influencing factors, and improvement requisites of consumers on these platforms. Through conducting surveys, this research offers empirical evidence to deeply comprehend the behavioral models and determinants on various online shopping platforms. Valuable conclusions pertaining to platform selection, shopping preferences, and enhancement needs are drawn. These insights will serve as guiding principles for enterprises to formulate more targeted marketing strategies, while also offering substantial recommendations for platform operators to enhance user experiences and bolster platform competitiveness.