Factors Influencing New and Repeated Buyers' Intention to Shop Online in China: a Comparatively Empirical Study

Classifying and studying new and repeated online buyers and finding out the differences is quite important for enterprises that sell goods online to formulate market strategies. This paper investigates and compares the factors that influence new and repeated Chinese buyers' intention to shop online by empirical method. The result shows that personal information security usefulness, convenience, trade reliability and shopping feeling are 5 main factors. New and repeated buyers have quite different perception on "personal information security", "usefulness" and "convenience" factors, and these three factors have higher influencing degrees to new buyers than to repeated buyers. However, they have the some perception on "trade reliability" and "shopping feeling". These findings suggest that one important aspect of market strategies made by enterprises that sell goods online is to eliminate new buyers' misunderstanding about "personal information security", "usefulness" and "convenience"; enterprises should strengthen all buyers' confidence in "personal information security" and "trade reliability".