INFLUENCE THAT AFFECT USERS’ WILLINGNESS TO SHOP ONLINE VIA THE XIAOHONGSHU PLATFORM IN DALIAN CITY, CHINA

Abstract

The objective of this research were 1) To study the affect of promotion and pricing on Xiaohongshu users' willingness to shop online in Dalian city, China, 2) To evaluate the affect of the online shopping experience on Xiaohongshu users' willingness to shop online in Dalian city, China, 3) To study of logistics efficiency in Xiaohongshu users' willingness to shop online in Dalian city, China, and 4) To study the affect of product quality on Xiaohongshu users' willingness to shop online in Dalian city, China, The research design used in this study was quantitative research. The population of this study was 6,690,432 people Xiaohongshu users' living in Dalian city, China. The sample size was 400 of Xiaohongshu users' living in Dalian city, China, determined by Taro Yamane/ formula. The research instrument was a 5 rating scale questionnaire. Statistics used for data analysis were percentage, frequency, mean, and standard deviation. The research results revealed that 1) the affect users of promotion and pricing as a whole was at the highest level and prefer to purchase discounted products was at the highest average, and cheaper price than other places respectively, 2) the affect users’ of the online shopping experience as a whole was at the highest level and can satisfy my shopping desire was at the highest average, followed by prefer to gives customer a sense of superiority, and shopping on Xiaohongshu is a new experience in life respectively, 3) the affect users’ of logistics efficiency the affect users’ of fast shipping was at the highest average and 4) the affect users’ of product quality was at the highest average. In order to assess the effects of Xiaohongshu image of the product quality are very important for a company, in the traditional marketing model.