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Analysis of Factors Influencing Chinese Consumers' Online Consumption Psychology and Behavior

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  • Yu, Mei
  • Ma, Yan

Abstract

As China's technological capabilities continue to advance and the scale of online shopping steadily expands, e-commerce has become one of the primary modes of daily consumption for the public. This trend not only provides convenience and satisfies diverse purchasing needs but also gradually reshapes consumer behavior. Some individuals may develop tendencies toward premature or impulsive consumption, which can disrupt their normal financial routines. Therefore, it is essential for consumers to clearly understand the key factors influencing their purchasing decisions, cultivate a rational consumption mindset, maintain a balanced relationship between income and expenditure, and strengthen the protection of their personal information in online environments.

Suggested Citation

  • Yu, Mei & Ma, Yan, 2025. "Analysis of Factors Influencing Chinese Consumers' Online Consumption Psychology and Behavior," European Journal of Business, Economics & Management, Pinnacle Academic Press, vol. 1(5), pages 10-26.
    • Handle: RePEc:dba:ejbema:v:1:y:2025:i:5:p:10-26
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