Factors Influencing Perceived Value of and Attitude toward E-commerce among Online Shoppers in China

This paper examines factors that influence the attitude and perception toward e-commerce in China. It proposes an integrative framework linking five factors of consumer perceptions of e-commerce with attitude toward e- commerce and the perceived value of e-commerce. This framework is subsequently tested through a field study. Results show that each factor had a significant impact on at least one of the result variables. This paper further discusses avenues of research in e-commerce acceptance in different cultures.