Asserting Factors of Consumer Purchase Intention towards Chinese Products on M-Commerce Platform
Om Jee Gupta1, Anurag Singh2, Pratibha Rai3

1Mr. Om Jee Gupta, Research Scholar, Institute of Management Studies, BHU Varanasi, U.P, India. (Email id:
2Dr. Anurag Singh, Associate Professor, Institute of Management Studies, BHU Varanasi, U.P, India.
3Dr. Pratibha Rai, Assistant Professor, PSIT College of Higher Education, Kanpur, U.P, India.
Manuscript received on September 23, 2019. | Revised Manuscript received on October 15, 2019. | Manuscript published on October 30, 2019. | PP: 6871-6879 | Volume-9 Issue-1, October 2019 | Retrieval Number: A2991109119/2019©BEIESP | DOI: 10.35940/ijeat.A2991.109119
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Abstract: The presence of Chinese products around the world is a reality. No country is left without using Chinese products, India is no exception to this fact. On the other side, M-Commerce platform is becoming popular among Indian consumers in their day to day purchasing. Factors that has an influence on purchase intention, has been casted in this study. Hence this article aims to validate factors i.e. Trust, Quality, Design, and Price in context of Chinese product on M-Commerce. Researcher has used primary and secondary data for this study. Secondary data was collected from research papers and based on expert opinion. Primary data was collected from India. Judgmental sampling technique used in this study. Sample size was 350 respondents. Researcher has used CFA method to validate the factors. Results shows, convergent validity, discriminant validity, and Model fit indices, have met the criteria. These Factors were found to be significant driver of Purchase Intention. Then Managerial implications were drawn for domestic marketer, Chinese marketers, and the marketers from other parts of the world.
Keywords: Chinese Products; M-Commerce; Purchase Intention; Indian Consumers; Trust; Quality; Design; Price.