An Analysis On The Factors Influencing The Chinese Consumers' Purchase Intention Of The Online Shopping Platform

With the popularity of the Internet,e-commerce platform has gradually become an important social communication channels,e-commerce industry has gradually become the mainstream of business applications,more and more consumers choose the online shopping,e-commerce platform produced Huge economic benefits.Nowadays,e-commerce platform is endless,competitive pressure is huge,so e-commerce enterprises or individual businesses how to use high-speed development of the network,focus on limited resources into the key factors,the formation of its new competitive advantage,this paper is to study the main content.Based on rational theory,behavioral theory,technology acceptance model(TAM),innovation diffusion theory and perceptual value theory,this paper constructs the influencing factors model of consumer online shopping platform,puts forward research hypothesis,design scale,design questionnaire,and the data were analyzed by descriptive statistical analysis,reliability test,validity test and structural equation test by the data analysis software SPSS19.0 and AMOS21.0.Finally,the results show that "behavioral attitude","subjective norm","innovation" and "satisfaction" have a positive effect on the willingness of consumers to use the online shopping platform,in which the "behavioral attitude" is perceived by usability and perception The positive impact of the use of "subjective norms" by the external environment and the positive impact of interpersonal relationships,"innovation" by the comparative advantage and the positive impact of compatibility,by the negative impact of the negative,"satisfaction" Perceived risk and perceived cost.This article also to Jingdong and Amazon as an example of comparative analysis,on the one hand to explore the reasons for a consumer to choose a platform,on the other hand to verify the impact of consumer online shopping factors are applicable to practice.The results show that Jingdong is more recognized by consumers than Amazon,and the main reason is that Jingdong is better than Amazon in "behavior","subjective","innovation" and "satisfaction".According to the conclusions of this study,the e-commerce business or personal business separately from the "attitude","subjective norms" and "innovation" and "satisfaction" has put forward four proposals,on the one hand so that consumers get better services,on the other hand,the business platform to get more revenue.