Factors Influencing The Sem-based Online Purchase Intention

Online shopping, a new purchasing channel that more and more consumers are familiar with. It can provide some benefit for consumers,for example, you can buy some goods you want anytime and anyplace with low price. However, a lot of consumers only scan web sites and collect some useful information and only a few consumer purchase goods via internet. Based on the adequate analysis of online shopping industry's development environment, current situation, questions which be faced with. We find that analyzing factors affecting intentions to purchase via internet is very important for online retailers understanding online consumer behaviors. So, this paper focuses on analyzing factors affecting intentions to purchase via internet. Based on the consumer behavior theory, online consumer behavior theory and some reviews, a concept model and hypothesis were given which reflect the influential factors of purchase likelihood via internet.After a mass of interview and questionnaire surveys through the major on campus students, we get 250 valid surveys. Using structural equation model(SEM)analysis and SPSS 13.0 and LISREL, the hypothesis was proved, the effect of each factor on the purchase likelihood and the interrelation of factors were revealed. We gain some useful conclusions as follow:1. Perceived risk is one of the most important influential factors, and there is remarkable negative correlativity among perceived risk online and purchase likelihood online, that is, the more consumers perceive risk, the less likely they are to buy goods online.2. Perceived risk negatively affects the perceived value online, and we can improve the perceived value online through decreasing the risk online consumers perceive.3. Internet proclivity and internet experience positively affects purchase likelihood online.4. Although there is not a remarkable negative correlativity among perceived value online and purchase likelihood, the perceived value online is a very important factor influencing purchase online. Besides, the relationship among Internet proclivity and purchase likelihood and internet experience and purchase likelihood are not supported.