Study On The Influencing Factors Of Willings Of Shopping Online By The Consumers In Changchun City

In the period of rapid development of information,the penetration of computers,mobile phones and other Internet equipment is rising quickly,shopping online has become an important way to living consumption,it makes sense to economy and social life deeply.Rural market is an important part of Chinese consumption market,as now,rural area has narrow application and low ratio of shopping online.Researching to widen online shopping market of rural residents,provide convenience,quick and high-quality service,this has deep meaning to promote the development of agriculture and rural economy and increase income of farmers.After the Communist Party of China's 18 th Central Committee,the government puts the point on Internet popularity.In the Central Rural Work Conference which held in December 2015,it points out that we should promote development of rural e-business.Online consumption has become a new form which is approaching rural residents' life.As for the scale of net citizens,China has about 200 million,the biggest group of net citizens.The optimizing of online shopping environment,excavating the need of online shopping to farmers,the support of governments and policies provide developing opportunity to rural e-business,but the consumption habits,living condition,income level and other factors have great restriction on online consumption behaviors.The potential of China's rural Internet consumption market is to be discovered,the online shopping willing of rural residents is also to be researched deeply.This paper uses technology receiver model and perceived risk theory,bonds with the reality of rural residents shopping online,from the view of perceived usefulness,PEOU and perceived risk,setting up hypothetical relation of online shopping behavior attitude,combining with planned behavior theory,setting up hypothetical model of rural residents online shopping willing,the model includes latent variables: behavior attitude,subjective norm,behavior control,online shopping intention and so on.Through the questionnaires to Changchun City(city and district),the research analyzes the factors of rural residents in Changchun online shopping intention.Using SPSS18.0 and Logistic model analyzes the factors.The results indicate that behavior attitude and behavior control influence the intention greatly.The positive effects on rural consumers' online shopping intention behavior "in degree from big to small in turn is low price,express convenience,economic risk and time-saving;" subjective norm,the influence of “caring about expected variable” and “caring about after-shopping variable” is apparent;behavior control is influenced by “able to operate”and “have pay tools” greatly;“very satisfied” and “willing to use” influence online shopping intention deeply.The post part of paper concludes relevant policies and suggestions.Firstly,setting up formal rural informational training,rising level of technology;secondly,completing experience of rural residents online shopping,strengthening internet safety system;thirdly,setting up optimized logistics system,improving rural internet infrastructures;fourthly,encouraging the practice and development of e-business plat in Northeast region.