Research On Influence Of Online Electronics Product Information Resources On Consumer Purchasing Behavior

As a new marketing channel, online shopping can provide the rich commodity information and personalized service to consumer, which can allow consumer to carry on shopping anytime and anywhere. So online shopping brings enormous convenience to consumer's daily life and study. Consumer carries neither on online shopping or traditional shopping, they need to have the comprehensive understanding of the commodity information formerly, for instance model, material quality, performance and so on. Proper commodity can be chosen by this information, so the needed product information is the premise of the consumer shopping behavior. At present, with the development of internet and e-commerce online information resources inflates unceasingly. Is the more online information the better? Whether these information will have influence to consumer's purchasing behavior. Only few researches have been done or the subject of the complicated relationship between them and no empirical study has been done to verify it. In addition, online consumers have double characters: one is the ordinary consumer character, and the other one is the information system user character, for online shopping needs consumers to complete it through computer and its communication with Internet. However former studies have usually lost this kind of relationship.Based on these realistic questions and lack of theoretical research, the theoretical model has been proposed which is about the influence of online product information resource on consumer purchasing behavior, in order to study the relationship between online product information resources and consumer purchasing behavior. On the basis of rational behavior theory, the model accepts Technology Acceptance Model and adds two new external variables: information resources quality and Technology-Task Fit Model, included the study of consumer's double characters. And through the review of literature, the information resources meter has been designed with the online shopping.With the 110 valid data from on and off line small random samples, this paper has carried on the real diagnosis examination of the research meter. All items have been classified through the exploring factorial analysis and the 7 common factors have been defined. The results of the letter analysis have showed that this questionnaire is credible. And then with the 310 valid data from online random samples, this paper has done empirical study to the hypothetical model and scale. Firstly we have used confirmatory factor analysis technology to test the reliability and validity of all research instruments, and the result has shown this questionnaire has a high degree of internal consistency and structure validity, which means that the structure of the scale is valid. Secondly, we have used the structural Equation Modeling to validate the theoretical Research Model, and every fitting index has showed that the theoretical Model has good validity. The result has indicated that all antecedent variables had remarkably effect on Behavior Attitude and the Behavior Attitude is a major positive determinant of consumer purchasing intention, at the same time the purchasing intention is also a major positive determinant of consumer actual purchasing, with which 64.75% of the behavior intention deviation can be explained. Finally the complex relational chain among variables is cleared off initially.