Platform Choice and Switching Across Product Categories in Digital Shopping Journeys: Evidence from International Students in China
DOI:
https://doi.org/10.54536/jcbmm.v2i1.8603Keywords:
Consumer Journey, Multichannel Retailing, Platform Choice, Platform Switching, Product CategoryAbstract
Digital shopping journeys increasingly span multiple platforms, yet research on how international consumers navigate platform selection and switching within a single purchase process in China remains limited. This study investigates platform usage across discovery, evaluation, and purchase stages among international students in China, focusing on product categories, switching behavior, decision factors, and digital adaptation. Using survey data, we conducted descriptive analysis, chi-square testing, and Spearman correlation analysis to examine platform patterns and adaptation-related relationships. The results show that respondents frequently combined multiple platforms throughout their shopping journeys, with different platforms preferred for different product categories and shopping stages. Although switching patterns varied across categories, product category was not significantly associated with switching behavior. Price and information were important considerations in switching decisions, while trust, authenticity, convenience, and after-sales service influenced final platform choice. Furthermore, Chinese-language ability and residence duration were positively associated with shopping confidence. This study contributes to digital commerce research by highlighting strategic multi-platform behavior and the adaptation process of international consumers in China’s digital marketplace.
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