Impact Analysis Of Transaction Cost On Purchasing Intention In Electronic Commerce Environment

As the popularization of internet and increasing understanding of Electronic Commerce, online shopping market has developed rapidly, an important reason why consumers choose this way is that the transaction costs of the online shopping is lower than traditional way. However, variety of uncertainties of the online shopping, as well as low trust has been restrict the developing of online shopping. With the perspective of correlation theory about Transaction Cost and purchasing intention, this paper focuses on customer's perceived uncertainty and trust of online shopping to analysis the transaction costs. Then did research on how transaction cost flaws effect purchasing intention, estimated a model of consumers'purchasing intention, then did some work to test the model.A survey measure was designed on customer's perceived uncertainty, trust level, transaction cost and purchasing intention of online shopping, combined with related literature at home and abroad for an experimental study. An empirical study was conducted in Wuxi, with data reliability analysis, validity analysis and factor analysis to measure the quality of the data from different side; then Structural Equation Model (SEM) method was used to construct a model, also for fitting test, the statistical analysis shows that research model was well supported. the conclusions are: customer's perceived uncertainty have positive influence on transaction cost, trust of online shopping is negatively related to transaction cost, and transaction cost is negatively related to consumers'purchasing intention; also, customer's perceived uncertainty and trust of online shopping have influence on purchasing intention.Finally, several suggestions are made to transaction cost of onlinestores based on research model and statistical analysis result.