Research On The Factors Influencing Online Consumers’ Purchase Willingness

With the constant innovation of information technology, the Internet is more widely used. This wide range of application not only changed the way of communication and business models, but also changed the way of consumers’purchase. The study shows that more and more people are keen on online shopping nowadays. Therefore, further understanding of the factors influencing online consumers’purchase willingness has the vital significance for e-commerce businesses.This paper adopts the method of theoretical research and empirical research. First the paper studies the related literature and research results of online consumers purchase intention, buying behavior, and perceived value. Then it combined with the actual situation of China’s online shopping environment, studies the factors influencing online consumers’purchase willingness and establishes the theoretical model of the influencing factors based on perceived value. According to the relevant theories, the paper analyses each of the variables in the model, and then put forward the corresponding research hypothesis. This paper designed a scale of perceived benefits, purchase cost, perceived risk, perceived value and purchase willingness to verify the correctness of the hypothetical model based on the theory of perceived value. Subsequently, it surveyed the research object of this article by questionnaires and actual total of240questionnaires were distributed,203were returned, of which were194valid questionnaires. In order to ensure the validity of the questionnaire, the paper selected a small range of subjects to prepare a questionnaire research. After the reliability analysis and validity analysis, the scale was correspondingly improved. On formal research analysis, the paper adopted the method of structural equation model to analysis the fitting and correction of the hypothesis model. The results show that in the online shopping environment, perceived benefits, purchase cost, perceived risk and perceived value have an effect on the consumers’purchase willingness. Among them, perceived value most directly affects the purchase willingness and the influence degree of the purchase cost to purchase willingness is weakest.The innovation of this paper is that the research goes from the perspective of perceived value and introduces three dimension measurement, including perceived benefits, purchase cost and perceived risk. It comprehensive and in-depth analysises the various influences of the perceived value, perceived benefits, purchase cost and perceived risk on the online consumers’purchase willingness. Meanwhile, this paper uses the factor analysis, descriptive statistical analysis and structural equation model analysis to analysis the sample data. The results demonstrate the important impact of each variable on online consumers’purchase willingness and provide a new theoretical foundation and research perspective for the research of online consumers’purchase decision.