Zhang, Linxue (2025) Intention To Purchase Local Jewellery Online Among Chinese Consumers: The Moderating Effects Of O2o/Ropo. PhD thesis, Universiti Sains Malaysia.
![[img]](http://eprints.usm.my/style/images/fileicons/application_pdf.png) |
PDF
Download (474kB) |
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.
| Item Type: | Thesis (PhD) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management |
| Divisions: | Pusat Pengajian Pengurusan (School of Management) > Thesis |
| Depositing User: | Mr Aizat Asmawi Abdul Rahim |
| Date Deposited: | 03 Sep 2026 06:28 |
| Last Modified: | 03 Sep 2026 06:28 |
| URI: | http://eprints.usm.my/id/eprint/64878 |
Actions (login required)
 |
View Item |
