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Chinese Rural Consumers’ Online Shopping


  • Zhong, Hua
  • Qing, Ping
  • Hu, Wuyang


This study attempts to investigate Chinese rural consumer online expenditures and factors explaining their purchasing decisions. Through a survey of rural consumers in China, we investigate their perceptions and attitudes on online shopping, such as the most often purchased items, reasons of shopping online, the most favorite online store, the most often used payment method, online expenditures, online shopping frequencies, and daily online viewing activities. Our results show that if consumer incomes are mainly from migrant labors or local non-agriculture related small businesses, they will shop online more frequently. If consumers’ main monthly expenditures are medical expenses and clothing, they will spend 74 and 57 yuan less per month, respectively, to shop online. The more time consumers spend on online activities, the more frequently they will purchase online, and the more money they will spend on online shopping.

Suggested Citation

  • Zhong, Hua & Qing, Ping & Hu, Wuyang, 2016. "Chinese Rural Consumers’ Online Shopping," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235575, Agricultural and Applied Economics Association.
  • Handle: RePEc:ags:aaea16:235575
    DOI: 10.22004/ag.econ.235575

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    Cited by:

    1. Mingxia Xie & Jiayao Wang & Ke Chen, 2016. "Coordinated Development Analysis of the “Resources-Environment-Ecology-Economy-Society” Complex System in China," Sustainability, MDPI, vol. 8(6), pages 1-23, June.
    2. Liudan Jiao & Liyin Shen & Chenyang Shuai & Bei He, 2016. "A Novel Approach for Assessing the Performance of Sustainable Urbanization Based on Structural Equation Modeling: A China Case Study," Sustainability, MDPI, vol. 8(9), pages 1-16, September.

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    Consumer/Household Economics; Marketing;

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