A Comparison of the Shopping Behaviors of Cross-Strait College Students based on the Quality of Internet E-Commerce

Abstract

Online shopping has become a trend nowadays bringing with it many economic opportunities. The number of people preferring to do online shopping and the number of purchases are continuously on the rise, with the age of online shoppers becoming younger. However, the question is whether the services provided by the business platform will also attract consumers' purchase behavior. Therefore, this study explores the services provided by online e-commerce platforms in the research on university students in mainland China and Taiwan. The study used regression model analysis to issue a total of 852 questionnaires to compare whether Cross-Strait consumers' services procured from online e-commerce platforms would increase purchase loyalty.