The Research Of Factors Influencing Consumers’ Willing To Purchase In The Online Transaction

In recent years, the national acceptance of the Internet continues to increase, thenetwork penetration is rising. According to statistics, as of December2013, China’sInternet penetration rate of45.8%of Internet users reached618million, to improveby3.7percentage points compared with the end of2012. The rapid development andpopularization of the Internet, online shopping has become a universal behavior ofpeople living in a higher degree of acceptance.Now consumers’ willingness to buy is not only determined by price, but also theproduct quality and the factors provided by the website. The starting point ofconsumers have a purchasing needs, and through comparison of the various factors instrengthening the purchasing tendencies leading to the occurrence of buying behavior.This is a systematic decision-making process, not determined by a single factor, alsosome irrational factors, will affect the buying behavior of online consumers.First this paper summarizes the domestic and foreign contributions of articleabout the consumers’ willingness to buy, and then proposed the innovation points.Next summarize the theory about the relationship between perceived value andconsumers’ willingness to buy, including the concept of perceived value, thedimensions of perceived value, the factors under each dimension. Binding the actualsituation, this paper studies on the basis of domestic and foreign scholars, from threedimensions,perceived product quality, perceived service quality and price. Organizedocuments obtained under each dimension, including commodity description, brandawareness, seller’s reputation, goodrate, security services, distribution services andtotalprice(include product price and shipping costs). then propose each factorassumptions, and then formation the theoretical model of the relationship betweenperceived value and consumer purchase intention.Online transaction patterns can be divided into three categories, b2b, b2c, c2c.This paper focus on study the consumer willingness to buy, so only involves B2C andC2C patterns. Because the internet data is more objective and abundance, the writerchoose Taobao and Tianmao network data as sample data. In recent years, Taobaotransactions in e-commerce market turnover was above70%; Tianmao network at a faster growth rate of nearly40percent over; two networks introduce joint research forsharing the same product search interface. To choose the right product research, thestudy of the object to be homogenous and limited trading activity selected "mobilehard disk1T". If only using manual way to collect network data, error-prone work istoo large. The writer uses web crawlers to get the raw data, manual strike out invaliddata, then according to the variable calculation to sort out the research data.Through the establishment of OLS and Tobit regression model, empirical analysisto verify the relationship between perceived value and consumers’ willingness to buy.As the results from the two modes, perceived product quality has a significant positiveimpact on purchase intention; price on purchase intention has a significant negativeeffect; in the B2C sellers mode perception service quality showed positive to thepurchase intention, also the perception service quality (seller credit, security serviceand distribution services) in the C2C sellers mode, but the praise rate is negativeeffect. Base on this conclusion, the writer propose strategies to provide theoreticalguidance for the sellers and the third-party websites. Limitations of this study andpropose exist for the next academic studies provide a reference.