A Comparative Analysis of Chinese Consumers’ Increased vs. Decreased Online Purchases

Previous research on online consumer purchases has focused on increased purchases and neglected decreased purchases. However, factors impacting these purchases are different. Drawing on the two-factor theory, in this paper, the authors compare factors affecting increase and decrease in Chinese consumers’ online purchases. The authors conducted separate group analyses with PLS. The results show that consumers’ perception of service quality significantly affects increases in their online purchasing behavior, whereas their perception of website quality significantly affects decreases in online purchasing. These results show that e-tailers must not only focus on factors that promote online shopping but also those that deter consumers from making online purchases.