LITERATURE REVIEW ON ONLINE SHOPPING ATTRIBUTES INFLUENCING CONSUMER BEHAVIOR IN CHINA

With the growing popularity of of online shopping in China, Chinese scholars have conducted several studies to understand the Chinese online shopping market as well as the Chinese online shopping behavior of consumers. This literature review have found out that the Top five players of online shopping in China are Taobao/Tmall, JD.com,Pinduoduo, Tiktok E-commerce and Xiaohongshu. The commonly purchased products online in China are Electronics products,clothing and apparel, beauty and personal care, household goods, foods and fresh products. The online consumer groups are mostly young women, college students, urban white collar workers and middle aged and elderly people. Factors considered by online consumers before buying a security, privacy, product variety, product delivery, Diversity, Website Design,Product information quality,prices, product and promotions, customer service quality, social media and user generated content and brand reputation.