An Investigation on Vocational and Technical Students' Satisfaction and Continuance Intention on B2C Online Shopping Platform in Sichuan, China
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Purpose This study aims to explore the factors that affect the satisfaction and continuous intention of Chinese college students using B2C shopping platforms. The scope of this study focuses in 503 first- and second-year students in Sichuan Information Engineering Vocational and Technical College. Research design, data, and methodology: The research employed a quantitative approach, utilizing multi-stage sampling techniques including judgment, quota, and convenience sampling for sample selection. The study employed a questionnaire survey method as its primary data collection tool. Its aim was to investigate the interplay among seven variables. Confirmatory factor analysis and structural equation modeling were employed to assess the service quality, perceived value, usefulness, convenience, trust, satisfaction, and continued intention of B2C online shopping platforms. Results: All hypotheses were approved in this study. The results indicate that convenience, perceived value, service quality, trust, and perceived usefulness significantly impact satisfaction. Furthermore, perceived usefulness and satisfaction significantly influence the intention to continue using the service. Conclusions: B2C online shopping has emerged as the prevailing trend in e-commerce. This paper examines consumer behaviors among college students, delving into the factors influencing their satisfaction and long-term intentions, and offers practical insights and recommendations for online platform merchants.
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