Perceived Benefits, Risks and Trust on Online Shopping Festival

  • Yuan XuEmail author
  • Tristan W. Chong
  • Tomas Krilavičius
  • Ka Lok Man
Conference paper
Part of the Communications in Computer and Information Science book series (CCIS, volume 538)


This paper investigated to what extent perceived benefits, risks and trust has influenced Chinese customers’ attitude and purchasing intention towards online shopping festival on It seeks to investigate critical factors drive the huge business success of the company in ‘Double 11 online shopping festival’ from consumer point of view.


Perceived benefits Risks B2C Online shopping festival Chinese online consumer Purchase intention 


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Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  • Yuan Xu
    • 1
    Email author
  • Tristan W. Chong
    • 1
  • Tomas Krilavičius
    • 2
  • Ka Lok Man
    • 1
  1. 1.Xi’an Jiaotong-Liverpool University (XJTLU)SuzhouChina
  2. 2.Baltic Institute of Advanced Technologies and Vytautas Magnus UniversityKaunasLithuania

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