Online Consumer Purchase Intention Model And The Influencing Factors

Online sales channels have become the focus of businessmen’s competition along with the fast development of Internet Technology when the traditional distribution channels have been exhausted. At the same time, on-line shopping attracts more and more people because of its convenience as a new shopping mode. On-line book shopping is the earliest and fast industry in the B2C E-commerce. At the present time, there are more and more on-line book shops, they are all dog-eat-dog and always launch price-battle, but price-battle is not a tact for long, manager should find out factors that affect buying from the view of consumers, then they can improve on theirs management and set up competition advantages.This research put forward the factors which can affect consumers’buying of books on the basis of researching literatures about on-line shopping and analyzing the characteristic with procedure of buying books on-line; then this research found consumers’ intent model of buying on-line books; at the same time, this research also analyzes the relationship between buying and consumers’individual factors such as sex、age、educational history and the experience of using Internet. Research collects a mass of data and analyzes it with statistical software-SPSS and AMOS, in the end, this research find the conclusions:the perceived on-line book shopping usefulness and ease of using、perceived quality of web service and books、perceived happiness of book on-line shopping have active impact on the attitude and intent of book on-line shopping; the perceived risk of book on-line shopping has negative impact on the attitude and intent of book on-line shopping; at the same time, consumers’educational history and the experience of using Internet can affect theirs’ buying.On the basis of these, the research gives on-line book shop some advices:enrich the sort and amount of books, and afford effective buying direction; improve the efficiency of web searching, predigest the procedure of buying; improve the quality of web service; set up communication community to add up buying interest; get rid of the buying qualm of consumer through promises and communication.