Research On Model Of The Factors Influencing E-Shoppers' Purchase Willingness

With the development of information and network technique, network economy develops quickly and grows strong, and among them, e-shopping has already become an important channel that the consumer purchases the merchandise. More and more consumers access the Internet for e-shopping. However, the researches indicate a lot of consumers access the Internet to search product information, and they give up their purchase viewpoint in the end.What causes lead consumers to give up buying product? Soyeon think will is the ultimate cause leading to consumer's decision, and the reason for consumer giving up purchase is that willingness to buy is too short to attain the degree of making purchase decision. Like that, what factors influence network consumer's willingness to buy? How is the degree? And how do we raise effectively consumer's willingness to buy? We can not evade these problems. Therefore, it is significant to research into the relative factors influencing consumer's purchase willingness completely, thoroughly and systemically.Combining the actual circumstance of our country network shopping, this paper begins with perceived value and studies the factors influencing consumer's willingness to buy basing on perceived value in our country, and what factors are these? And how is the influencing degree? Basing on the basis, this study puts forward the strategy and ways to raise consumer's purchase willingness in the internet, and provides the theoretic direction for promoting fast development of on-line retail trade in our country.First, this paper studies the characteristics and constitutes of consumer's perceived value, and puts forward factors influencing consumer's perceived value: perceived benefits, perceived risk and purchase cost, and understands the driving factors influencing consumer's perceived value in the e-shopping. On this foundation, this paper analyzes influence of perceived value on purchase willingness basing on EBM, TAR and TPB, and establishes the hypothetical model of factors influencing network consumer willingness to buy. The model includes the following hypothesis: consumer's perceived value is positive correlative with purchase willingness; consumer's perceived benefit is positive correlative with purchase willingness; consumer's perceived risk is negative correlative with purchase willingness; perceived benefit is positive correlative with consumer's perceived value; purchase cost is negative correlative with consumer's perceived value; perceived risk is negative correlative with consumer's perceived value; risk attitude is negative correlative with consumer's perceived benefit; risk attitude is positive correlative with consumer's perceived risk. The model systematizes and theorizes the problem studied.To verify the hypothetical model right or not, this study designs the questionnaire which uses a 7-point Likert scale to measure consumer's idea while regarding MP3 player and portable DVD as products bought by consumer. Sample survey was implemented by the internet and manual mode in Harbin, and 600 questionnaires were sent out and the valid 452 responses were received. The questionnaire was modified based on the result from reliability and validity analysis. And then, this paper makes fit analysis on the hypothetical model by using structural equation modeling. The results indicate and the others are correct in statistic meaning. The fit results indicate that purchase cost is not negative correlative with consumer's perceived value significantly, and perceived benefit is not positive correlative with consumer's purchase willingness significantly. The hypothetical model is correct in statistic meaning. Finally, theoretic model of factors influencing network consumer willingness to buy is established.This paper expatiates the mechanism of perceived value by adopting the theories such as marketing, cognition and psychology etc. and studies the influence of perceived value on consumer's willingness to buy from perceived benefits and perceived cost. In the research, this paper first combines risk attitude with perceived value, and studies the relation between risk attitude and perceived benefits and perceived benefits. The study indicates that risk attitude indirectly influences consumer's willingness to buy by influencing perceived benefits and perceiced risk directly. This study not only provides a new viewpoint for studying network consumer's willingness to buy in theory, and confirms Wood and Scheer's viewpoints, but also provides theory guide and developing strategy for promoting fast development of on-line retail trade e-shopping in our country.