Title: Online shopping and consumption rate: does online buying of electronic products boost consumer purchase intention and sales performance of the electronic products

Authors: Shuo Feng; Lei Wang; Yao Qi

Addresses: School of Economics and Management, Jiaozuo Normal College, Jiaozuo 454001, Henan, China ' School of Economics and Management, Jiaozuo Normal College, Jiaozuo 454001, Henan, China ' Energy Economics Research Center, School of Business Administration, Henan Polytechnic University, Jiaozuo 454003, Henan, China

Abstract: Understanding online buying behaviour is crucial for organisations as it influences purchasing decisions in the digital marketplace, which eventually optimises the sales performance. This study examines the correlation between consumer purchase intention (CPI) and sales performance of the organisations from the perspective of China. Second, this study attempts to uncover the moderating influence of consumer online buying behaviour (COBB) between CPI and SP. To that end, the study is compiled based on 848 (n = 848) questionnaires being collected from Chinese consumers between the time of three months, i.e., from October 2023 to December 2023. The data were analysed based on SEM through utilisation of SmartPls and results indicate a positive connection between consumer purchase intention and SIP. Likewise, the results assured a positive moderation of COBB between the linkage of CPI and sales performance. This study provides multiple insights into consumers' behaviour through which organisations can over the consumers since presently consumer online buying behaviour and CPI were found the productive factors of sales optimisations. This study also enriches the knowledge of management by providing applied side implications along with future research possibilities for academic scholars based on the current limitations.

Keywords: online shopping trend; consumer purchase intention; CPI; sales performance; SP; structural equation modelling; developing nations.

DOI: 10.1504/IJASS.2025.144926

International Journal of Applied Systemic Studies, 2025 Vol.12 No.1, pp.23 - 36

Received: 11 Feb 2024
Accepted: 06 Oct 2024
Published online: 10 Mar 2025 *