RESEARCH PROPOSAL Business Research Methods Course TITLE AND ABSTRACT

TITLE AND ABSTRACT

The younger Chinese generation's purchase intention in online shopping is significantly influenced by factors such as information adoption, personalized service, perceived switching risk, and habitual behavior.

Disciplines and Subdisciplines: Generational cohort theory

Hypothesis as question: How the information adoption, personalized service, perceived switching risk, and habitual behavior actually affect younger Chinese generation’s attitudes towards online purchasing?

Paper title: An integrated model of the younger generation’s online shopping behavior based on empirical evidence gathered from an emerging economy

This study proposes an integrated model to analyze the impact of information adoption, personalized service, perceived switching risk, and habitual behavior on the online purchase intentions of the post-90s Chinese generation The findings enhance the understanding of generational cohort theory within the context of an emerging economy like China, contributing valuable insights to marketing and consumer behavior literature Additionally, the results offer practical implications for business managers, enabling them to make informed decisions in catering to the preferences of younger consumers in the Chinese market.

This study explores the shopping behavior of the younger Chinese generation through the lens of generational cohort theory, proposing an integrated model that assesses how information adoption, personalized service, perceived switching risk, and habitual behavior influence online purchase intention Data was gathered from 407 individuals from the post-90s generation, and structural equation modeling was employed for analysis The findings reveal that information adoption, personalized service, and perceived switching risk are the key factors driving online purchase intentions among this demographic.

INTRODUCTION

According to the China E-commerce Research Center, China's Internet users climbed from

China's online shopping population surged from 731 million in 2016 to 772 million in 2017, comprising over 59.4% of the country's population However, previous studies on China's e-commerce often overlooked the diversity of Chinese consumers, treating them as a homogeneous group Notably, younger generations in China have grown up with mobile devices, wireless internet, and digital media, seamlessly integrating online and offline experiences into their daily socializing and shopping habits.

Despite the generational differences in China, there remains a lack of comprehensive social science research focused on the younger Chinese population This gap highlights the need for a detailed model that outlines the various factors influencing this demographic, which would greatly benefit researchers and practitioners in understanding their behaviors and perspectives.

The Business Research Methods course focuses on developing essential skills for conducting effective research in the business field It emphasizes the importance of formulating clear research proposals, which include a well-defined title and abstract This course aims to equip students with the methodologies and tools necessary for analyzing data and drawing meaningful conclusions, ultimately enhancing their ability to make informed business decisions By mastering these research techniques, participants will be better prepared to tackle real-world challenges in various business environments.

ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACT

Investigating the online shopping habits of China's younger generation enhances the understanding of generational cohort theory within marketing and consumer behavior, particularly in the context of e-commerce The lack of empirical data on this demographic's consumer behavior has left corporate managers uncertain about decision-making in the Chinese market The findings of this study aim to inform and improve China's business policies for Internet commerce, providing valuable insights for effective marketing strategies.

This study employs generational cohort theory to examine key factors affecting the online shopping behavior of post-90s Chinese consumers In the realm of e-commerce, consumers actively seek information to reduce uncertainty in their purchasing decisions This information plays a vital role in helping customers assess and understand products and services related to their purchases Additionally, personalized service has emerged as a critical factor influencing consumer behavior in the online shopping landscape.

Online shopping offers consumers and businesses convenience, time savings, and low transaction costs, leading to a growing preference for digital purchases This study explores the online shopping behaviors of China's post-90s generation, focusing on factors such as information adoption, personalized service, perceived switching risk, and habitual behavior, and their influence on purchase intentions within this demographic.

A research proposal has 3 main objectives

This article presents an integrated model that explores how information adoption, personalized service, perceived switching risk, and habitual behavior influence the online purchasing intentions of the post-90s generation in China.

➔ add to the body of knowledge in the field of marketing and consumer behavior by extending the generalizability of generational cohort theory in emerging economies

➔ give business managers with implications for making better judgments about products and services for younger consumers in the Chinese market

While this study was well-executed, it has notable limitations that future research should consider The reliance on self-reported data for both independent and dependent variables may have introduced biases due to social desirability effects Therefore, future studies should aim to utilize more objective measures to enhance the reliability of the findings.

The Business Research Methods course focuses on equipping students with essential skills for developing effective research proposals It emphasizes the importance of crafting a clear title and abstract, which are critical components of any research project This course provides a comprehensive overview of various research methodologies, enabling students to choose the most suitable approach for their specific business inquiries By understanding the fundamentals of research design and execution, participants will be prepared to conduct thorough analyses that contribute valuable insights to the business field.

6 | P a g e biased measures and employ more advanced approaches to deal with common method bias in order to overcome common method bias

➢ Do the findings of this study provide new and important implications for academic researchers and business managers on e-commerce?

➢ First, does this study use a look at the online shopping behavior of the Chinese generation after the 90s to extend the generational cohort theory?

➢ Second, does this study enrich our understanding of the effects of online information consumption? Do the findings explain the impact of informational factors on consumer decision making?

➢ Third, does the personalization service in the online shopping environment have any effect on online purchasing behavior?

➢ In addition, how is the new perspective on the impact of perceived conversion risk on online purchase intention in this study?

➢ Finally, does this study shed light on the role of habitual behavior in consumer decision-making in the online context?

This study focuses on using three main models for analyzing the figure:

➔ Structural model: The structural equation model is used to test the hypotheses

Figure 2 The path coefficient of full model

This article presents a comprehensive overview of a research proposal for a Business Research Methods course It emphasizes the importance of crafting a clear title and abstract to effectively communicate the research objectives and methodology The proposal serves as a foundational document that outlines the research questions, significance, and expected outcomes, ensuring alignment with academic standards and SEO best practices By focusing on these key elements, the proposal aims to enhance the clarity and impact of the research, facilitating a better understanding among stakeholders.

➔ Measurement model : Performing a confirmatory factor analysis to test whether the data fit the hypothesized measurement model

GFI CFI NFI TLI RMSEA

The Technology Acceptance Model (TAM) explains how users accept and utilize technology, with actual system use being the ultimate goal It emphasizes behavioral intention as a crucial factor influencing technology adoption, reflecting customer attitudes towards new technology.

There are certain theories that apply to analyze in this study:

Generational cohort theory suggests that individuals can be categorized into distinct groups or generations based on their birth period, leading to shared values, beliefs, and experiences among those born in the same era These commonalities shape their attitudes, preferences, and behaviors, resulting in unique characteristics and expectations for each generation influenced by their specific social contexts.

A generational cohort refers to a group of individuals born around the same period who share similar life experiences and social events, which collectively shape their distinct values, attitudes, and behaviors.

The Research Proposal for the Business Research Methods Course outlines the essential components, including the title and abstract This proposal serves as a foundational document, guiding the research process and ensuring clarity in objectives It emphasizes the importance of structured methodologies in conducting effective business research By clearly defining the research title and abstract, the proposal sets the stage for a comprehensive exploration of business-related topics, ultimately contributing to informed decision-making and strategic planning within the field.

Information adoption theory explores the key factors influencing individuals' decisions to adopt information or technology within organizations, building on the theory of reasoned action This theory has been utilized by various researchers to analyze the adoption of new technologies, including software products and information systems In this study, both information adoption theory and the Technology Acceptance Model (TAM) are employed to investigate how factors such as source credibility, information quality, and information usefulness impact the online shopping behaviors of the younger generation in China.

METHODS

This study examines four control variables: gender, education, age, and online shopping frequency, focusing on undergraduate students who have previously made purchases on Taobao.com.

Descriptive statistics show the means, standard deviations, and Pearson correlations for all variables in this study

This article outlines a comprehensive proposal for a Business Research Methods course, detailing its title and abstract The proposal emphasizes the importance of structured research methodologies in the business field, aiming to equip students with essential skills for effective data analysis and decision-making By integrating theoretical frameworks with practical applications, the course seeks to enhance students' understanding of research processes, ultimately preparing them for real-world business challenges.

The demographic profile of the sample reveals that out of 407 respondents, 116 (28.5%) were male and 291 (71.5%) were female A significant majority, 84.8%, were freshmen, while sophomores made up 9.6%, juniors 3.7%, and seniors 2.0% In terms of age distribution, 71.0% of respondents were 20 years old or younger, 26.5% were between 21 and 24 years old, and only 2.5% were aged 24 to 28 Additionally, a remarkable 96.6% of respondents reported making online purchases more than three times a month, indicating a strong trend towards frequent online shopping.

Measurement model: We perform a confirmatory factor analysis to test whether the data fit the hypothesized measurement model

This Survey data have been collected from 407 Chinese people that belong to the post-

Data were gathered from four distinct large universities in China, with ethical approval obtained from the Business School’s Ethical Committee at Shantou University to conduct the survey The researchers randomly selected college students to participate in shopping activities.

A survey was conducted on Taobao.com involving students born after 1990, representing the post-90s Chinese generation These participants voluntarily took part in the study, with our research team providing a clear explanation of the survey's purpose and content prior to completing the anonymous questionnaire.

Respondents participated in the study without privacy concerns, utilizing a volunteer sampling technique due to the lack of a proper sampling frame After four months of data collection, a total of 407 completed surveys were obtained for analysis.

A preliminary version of the questionnaire was developed through forward and backward translation between English and Chinese, utilizing the expertise of two professional translators fluent in both languages To ensure the clarity and relevance of the questionnaire items, a pilot test was conducted with 26 students from the author's university.

The Business Research Methods course focuses on developing essential research skills for effective decision-making in business It covers various research methodologies, including qualitative and quantitative approaches, to equip students with the tools necessary for conducting comprehensive market analyses The course also emphasizes the importance of formulating clear research proposals and abstracts, enabling students to communicate their findings effectively By understanding these research principles, participants will enhance their ability to address complex business challenges and contribute valuable insights to their organizations.

Table 3 presents the means, standard deviations, and Pearson correlations for all variables in this study The findings reveal a significant positive correlation between information quality and information usefulness (r = 0.35, P

Tiêu đề	Research Proposal – Group 10
Tác giả	Võ Hoàng Nhi, Lâm Thành Phát, Châu Nguyễn Hoài Nhi
Người hướng dẫn	Dr. Nguyen Hoang Dung
Trường học	Ho Chi Minh City
Thể loại	research proposal
Năm xuất bản	2022
Thành phố	Ho Chi Minh City

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