The study has two main objectives. 1) To explore the factors that influence online shopping behaviour and purchase intentions and 2) To highlight possible differences in shopping behaviour of local and international students.
Pragmatic research philosophy with exploratory research design. Mix methodology will be adopted, and survey strategy will be used where the survey questionnaire will carry both open and close-ended questions.
The target population is divided into two groups, 1) Local Chinese students 2) International students. Both groups will be studying in Chinese universities located in Beijing. The scope is narrowed by only targeting the graduate students from business and management sciences departments. A mix of convenience and snowball sampling strategy used to collect data from at least 100 students (50 local and 50 international).
A structured questionnaire with a mix of close and open-ended questions.Order this dissertation