Influence Factors Analysis Of Intention To Buy Tea Online For Customers

Along with the development of Internet technology and the popularization of computer, the rise of e-commerce has a huge influence on the human society, economy, life and other aspects. It fundamentally changed the traditional way of trade. As a new business mode, Electronic commerce has so many advantages,such as:across time and space, high efficiency、low cost and so on. Relying on those advantages, more and more industries which use the traditional operation mode have achieved unprecedented success and created the huge economic benefits.Today, there is no doubt that the net has become a kind of life style more and more consumers chose shopping online. In numerous buys goods, tea is one of them.But tea commodity characteristic that is endowed with suitable for network trading conditions, also facing many difficulties.In the background of the rapid development of e-commerce,tea’ e-commerce is not synchronous with the overall development. Started from2000, tea has entered the era of electronic commerce, but after ten years of development, tea industry and no copying other industries through the electronic commerce to obtain success, at present the rate and turnover of tea online shopping is low.Why this kind of phenomenon appear, what factors affect the consumer online purchase tea intend, How to seek a quicker and standardized way to sales tea online. How to use of information and the popularization of the internet technology make the traditional tea industry on e-commerce. This is the main idea of this paper.At first, on the basis of related theory the related model review and the integration of theory, this paper analysis influence factors of consumers’ online purchase tea intend and on the basis of puts forward the model. Along with the development trend of e-commerce sites are becoming more and more vertical B2C, the author found that for consumers professional website in the consumers’ purchasing process also have influence, so the professional of web site will be as a moderator variable into this paper model. Through the empirical analysis research method, to analysis255copies of effective recovery of the questionnaire as a sample, by using SPSS18.0analysis software, the author found that affect consumers’ online purchase tea intend to factors have six factors, professional website in consumers to online purchase tea process has the adjustment effect.Based on o related research results of online shopping intend, this paper not only expand the applicable range of theory of online shopping intend but also has the certain significance instruction on implementing network marketing activity of tea enterprises.