An Empirical Study on the Affecting Factors of Consumer Online Buying in China

The objective of this Study is to assess the impact of electronic commerce assurance provided by a third party on consumers' likelihood to purchase online products and services and their concerns about the perceived risk, cost for the Source of information, e-service quality and customer involvement. Through an investigation of Chinese consumers, the study finds that online consumer perceived risk would negatively relate to the customer satisfaction and customer loyalty, and online consumer satisfaction and loyalty are positively influenced by the cost for the source of information, online consumer satisfaction is positively influenced by the e-service quality, online consumer satisfaction and loyalty is positively associated with involvement, online consumer satisfaction and loyalty have positive correlation, online consumer loyalty is positively influenced by the e-service quality. However, the e-service quality has no prominent influence on the online consumer loyalty. Research findings offer some theoretical insight into the decision making of online consumers and suggest management implications for online vendors and third-party EC assurance providers such as accountants or consumer unions.