The Investigation of the Online Customer Experience and Perceived Risk on Purchase Intention in China

The development of the e-commerce all over the world makes purchase intention an important research area in marketing. This study furthers an understanding of how online customer experience and perceived risk effects purchase intention in China. To investigate the hypotheses of the research, totally 303 users participated in this survey. The participants answered the questionnaire based on their experience in Jing Dong (JD), the largest e-commerce site in China. The results provide valuable strategies and contribute to the literature on purchase intention in China.