Shopping online using the mobile channel: drivers of buying behaviour for Chinese consumers

The emergence of online channels is opening up to new research topics in the retailing literature. Particularly in China, the multifunctional mobile retailing apps, allowing to buy online and socialize the shopping activity with relatives, friends and followers, are supporting the spread of online shopping. A structural equation model combining both traditional antecedents of online shopping - such as ease of use, time convenience, perceived risk - with emerging drivers like perceived price differentiation and shopping socialization is tested to measure the intention to buy using a smartphone by Chinese people. Empirical findings offer new insights for both scholars and practitioners.