Research On The Influencing Factors Of Purchase Intention For Dangdang's Target Consumers

Along with the popularity of internet and e-commerce in China, both the consumption frequency and spending of online shopping are growing rapidly, that is a good basis for the development of internet application. Online shopping, as a new consumption pattern, has become an important shopping channel to attract consumers, but with troubles on safety and delivery and so on, which have badly restricted the growth of online shops. Therefore, this paper studies what influences the target consumers'purchase intention of the most famous domestic site—Dangdang.First, this paper summarizes the theories of internet consumers'purchase intention and discusses what consumer perceived value is and what drives it and its impact on internet consumers, and then constructs a consumer purchase intention factor model for Dangdang. Second, questionnaire is designed to collect data. Before the model fit test, using SEM, the reliability and validity of the data are tested first. At last, combining the theories of perceived value with the actual situation of Dangdang, the model s contributions are analyzed and some marketing implications are proposed.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. 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.