Influence of Chinese Consumers' Behavior toward Fashion Products through Online Shopping Use Students as an Example

The primary objective of this research project was to assess the methodology for investigating the impact of online shopping factors on consumer behavior. The central research question focused on understanding the effects of online shopping on customer behavior. A positivistic research philosophy was adopted to leverage accumulated data in influencing outcomes. The research utilized a survey method to gather primary data from Chinese students.The study included a population of 200 participants. A non-probability sampling method known as volunteer sampling was employed. The research focused on examining variables including Consumer characteristic, Personal characteristic, Cultural characteristics, social characteristics, and factors such as Psychological characteristic. Various variables related to attitude?behavior, and purchase intention were explored through the design of questionnaires. Importantly, the significance of the study was that the influence of online shopping on the purchasing decisions of Chinese consumers (students) was analyzed. The internet has emerged as a platform where active consumers express new demands and needs. so, it is imperative for marketers and retailers to understand the impact of online shopping on consumer behavior. The study revealed that key factors influencing behavior shifts in online shopping among students include "Save time," "Experience," "Influence of classmate," and "cheap prices." Furthermore, the results revealed that online shopping empowers students to explore categories that align with their preferences and facilitates sorting items based on their individual tastes and purchase histories, thereby exerting influence on consumer behavior. Additionally, the research confirmed that security measures, various payment methods, and privacy concerns are factors in online shopping that influence consumption behavior among students.