Online Shopping Behavior

Data collected using online questionnaire from 306 respondents. This data includes RAW data and after bootstrap analysis using PLS-SEM. The questionnaire was developed to explore online shopping behaviour viewed from variables including promotion, social media, celebrity endorsement, and purchase decision.本数据集通过线上问卷方式采集，共获取306名受访者的有效数据。数据集包含原始数据，以及采用偏最小二乘结构方程模型（PLS-SEM）开展bootstrap自助法分析后的结果数据。本问卷旨在从促销活动、社交媒体、名人代言与购买决策等变量维度出发，探究线上购物行为。