On The E-commerce Platform Of The Research On Influence Factors Of Network Consumption

In the context of China's economic development into the new normal,"Internet +"more and more popular,the combination of traditional business and the Internet spawned the Internet shopping business model,as opposed to traditional shopping behavior,Internet shopping has become a new topic,,The consumers are more susceptible to external factors.The purpose of this study is to study the impact of various factors on the behavior of consumers.In this study,the theoretical model is designed on the basis of the reference technology acceptance model(TAM).The model consists of three parts and seven variables.The first part is the independent variables,including platform design,platform service,platform risk And platform marketing four variables;the second part of the intermediary variable-customer perceived value,including functional value and emotional value of the two dimensions;the third part of the dependent variable-customer purchase intentions.In this study,329 valid questionnaires were collected and analyzed by structural equation modeling(SPSS20.0,AMOS 16.0).The questionnaire was analyzed by reliability and validity analysis and descriptive analysis.Variance analysis,correlation analysis and other variables of the model analysis and validation,and draw the conclusion:First,platform design factor,platform service factor and platform marketing factor are positively correlated to intermediary variables,and the three factors have significant correlation to consumers' shopping intention.Second,the platform risk factors have negative correlation with the intermediate variables,and the platform risk factors can directly affect the purchase intention of the customers,and have negative correlation with the customer purchase intentions;Third,the customer perceived value as an intermediary variable,significantly affect the purchase intention of customers,and a positive correlation,in which the emotional value than the functional value of the customer purchase intention of the impact is more significant,and emotional value will affect the functional value.Based on the research conclusion,this study provides some theoretical and managerial implications for the builders and users of the electronic business platform.