Research On Exemption From Goods Postage Influencing Online Consumers’ Purchase Intention

With the rapid development of online consumption and the express services gradually spread all over the country,when online consumers make their purchase decisions they not only search and filter commodity information of quality and price from shopping websites,but also consider whether they could get an exemption from goods postage.This factor influences both the measure of commodity value and consumers’ purchase intention.More and more marketing strategy have been developed by network marketers around “exemption from good postage”and emerged in an endless stream.Such as “9.9 yuan with free postage”、“national free postage”、“ XX yuan free postage”, all kinds of “free postage” related nouns appear in all kinds of merchandise Webpages and then attract consumers’ eyes.More and more online consumers and marketers continue to enjoy benefits from “exemption from good postage”,therefore in-depth study for it should be undoubtedly very important.Throughout existing literatures,in recent years both home and abroad there are lots of theoretical models and findings in research of online consumers’ purchase intention,and the most popular and mainstream analysis stands on the point of consumers’ perceived value.However,research findings in a view of “Exemption from Goods Postage” are lack.This thesis did the impact study combined with a particular cut angle- “Exemption from Goods Postage”,based on varieties of at home and abroad theoretical models and findings in research of online consumers’ purchase intention.This thesis built a new multi-variable and multi-relational model,measuring consumers’ perceived value by using three dimensions: perceived benefits、perceived cost and perceived risk.From the perspective of “Exemption from Goods Postage” firstly proposed several influencing factors of online consumers’ purchase intention,such as usefulness、easy of use、monetary cost、time cost、unaware、loss of property,and then set online consumers’ perceived values as a intermediary variable to impact online consumers’ purchase intention.Then built a SEM structural equation model to analyze,evaluate and verify the relationship between these variables.This thesis collected sample data from survey methods,implemented empirical studies to test the relationship among variables making use of a statistical software: SPSS Ins 22.This thesis pointed that both usefulness and easy of use have apparent positive effect on online consumers’ purchase intention,neither monetary cost nor time cost have apparent effect on online consumers’ purchase,both unaware and loss of property have apparent negative effect on online consumers’ purchase. At last,this thesis provides some marketing suggestion from online marketers’ perspective,deepen their understanding of the value of “Exemption from Goods Postage”,help them better to perfect their marketing strategy,increasing sales、popularity and reputation,establish their own competitive advantages,ultimately contribute to the development of the network market.