Research On Influence Of Online Shopping Transaction Cost On Consumer Purchasing Intention

Along with the advance of science and technology, the Internet has deep into homes, the network shopping market with the support of huge network consumer group has the development which progresses by leaps and bounds. Compared with the traditional shopping markets, of course, the network shopping market has incomparable advantages, one of the very important reason is that online shopping transaction cost is relatively low compared with traditional shopping. But because the network shopping market still exists in various obvious uncertainty, and the network consumer confidence is low for a long time for the Internet shopping has become the important restriction factor of the network shopping market development.This paper for the study of relevant literature both at home and abroad, the uncertainty, trust, purchase frequency as the influence factors of consumers’ perceptions of the transaction costs of online shopping, and transaction costs to deeply research the effect of online purchase intention, build online shopping transaction cost hypothesis model effects on consumer purchase intention; Secondly, in combination with related literature and the present situation of the domestic network shopping survey scale questionnaire design, including uncertainty, trust, purchase frequency, transaction cost, and purchase intention, and use professional questionnaire star research platform in a questionnaire on the popular social networking site today links, by close type, target type, snowball way to collect data, to a certain extent to ensure the quality and quantity of data; And the data reliability analysis, validity analysis and factor analysis, verify the quality of the data from different angles, and then using the structural equation model to verify the rationality of the hypothesis model, and carries on the fitting analysis, finally get the following conclusion: purchase intention negatively correlated with the network transaction cost, uncertainty was positively associated with the transaction cost, negative correlation credibility and transaction costs, purchase frequency negative correlation with transaction costs. In view of the hypothesis model and the analysis results, for the network shopping platform is put forward reasonable Suggestions.