Inducement to Purchase Online - an Empirical Study in Hong Kong

Research undertaken within Hong Kong concerning consumer response to shopping on the Internet is piecemeal and incomplete. This empirical study intends to explore on why have the consumers chosen to shop products via the Internet. According to recent research conducted in the United States, price and convenience were found to be the two major factors which induce Internet users to shop online. My research into Hong Kong purchasing trends reveals there is no single motivation factor in online shopping behavior. Findings of this study on Hong Kong Internet shopping consumer behavior will be beneficial to multinational e-commerce operators when planning their move to Asia