Asia Pacific University Library catalogue

A thesis submitted in fulfillment of the requirement for the award of the degree of Master of Business Administration (Euro Asia Business) (UCMF1808EAMBA)

With the development of information technology, online shopping has gradually become a popular way of shopping because of its convenience. Especially in recent years, the rise of cross border online shopping in China has been welcomed by Chinese consumers, and more and more consumers purchase foreign products through cross border e-commerce. Customers’ purchasing intention is an important factor to evaluate future behavioural competence. Hence, this study investigates customers’ online purchasing intention towards foreign products in Qingdao, China. Based on theory of planned behaviour, the researcher uses the quantitative method to propose research hypotheses and examine the influencing factors of customers’ purchasing intention, including perceived quality, perceived price, perceived value, subjective norms and perceived behaviour control. In this study, data were collected by questionnaire survey, and 165 questionnaires were selected for data processing, SPSS software was used for data analysis and hypothesis test, reliability analysis, descriptive frequency distribution analysis, descriptive mean test, correlation analysis and multiple regression analysis were used to understand the dimensions of variables. The results show that perceived quality, perceived price, perceived value, subjective norms and perceived behaviour control have an impact on customers’ purchasing intention. Thus, there is a significant positive correlation between these variables and customers’ purchasing intention. This study’s results are helpful to enrich the academic research on customers’ purchasing intention. Furthermore, it provides reference for domestic and abroad e-commerce enterprises. This study provides an additional opportunity for decision makers to develop and design more effective marketing strategies to ensure the enterprises’ performance. Meanwhile, it helps to promote better and sustainable development of Chin’s cross border e-commerce industry.