Publication: Intention To Purchase Local Jewellery Online Among Chinese Consumers: The Moderating Effects Of O2o/Ropo
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Date
2025-09
Authors
Zhang, Linxue
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Abstract
Driven by economic and technological advancements, alongside rising consumer demand during the COVID-19 pandemic, e-commerce has become crucial for enhancing competitiveness in Chinese jewellery industry. However, challenges such as a late start, poor service quality, and consumer uncertainty about risks remain. This study examines the impact of information stimuli—CSR, Brand Familiarity, Design, and eWOM—on Intention to Buy Jewellery Online of Chinese consumers, mediated by Feelings towards Ethicalness, Brand, and Risk, and moderated by O2O/ROPO behaviour within the S-O-R framework.
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Keywords
Intention To Purchase Local Jewellery Online Among Chinese Consumers , The Moderating Effects Of O2o/Ropo