Research On The Relationship Between Situational Factors Of Infant Formula Online Buying And Consumers' Purchase Intention

With the advent of the Internet era,online shopping has become an important shopping channel for the mass,meanwhile,and is deeply influencing the infant milk powder market.The implementation of the two child policy in China provides a new chance for the growth of online infant milk powder market.In this context,more and more young parents tend to buy infant milk powder in online stores.This thesis is based on the theory of situation and the theory of involvement,trys to study the factors affecting the initial trust and purchase intention in the process of purchasing milk powder online,and the influence of emotional involvement between the initial trust and the willingness to purchase.By reviewing related literature,the theisis preliminarily determined the composition of the situation factors of infant milk powder online shopping,then the model of online shopping situation-trust purchase intention was built and related hypotheses were put forward on the base of S-O-R theory.A preliminary questionnaire was developed by consulting the maturity scale,the questionnaire was tested and revised after a pre-test,on this basis,a final questionnaire was formed.The formal survey samples were analyzed with the help of SPSS and Amos,the relationship between variables were verified.On the basis of the conclusion of the hypothesis,the research model of this paper has been revised and finally formed.The main conclusions of this paper are as follows:(1)the situational factors that affect the online purchasing behavior of infant formula consumers can still be divided into five dimensions: physical surrounding,social surrounding,time,antecedent state and task definition.These five dimensions have a positive impact on the consumer's ability to trust,good faith and integrity of the online platform and the product.But time dimension has no effect on trust in ability and faith in good faith,task definition and antecedent state have no effect on integrity trust respectively.(2)The situation factors of infant milk powder online shopping have a positive influence on the final purchase intention through three kinds of initial trust,that is,consumer trust moderates between the situation factors of online shopping and the purchase intention.(3)The initial trust of infant milk powder consumers have a positive impact on their final purchase intention,this effect is also mediated by emotional involvement.Based on the above research results,finally,this paper puts forward strategies and suggestions to improve consumers' purchase intention of infant formula milk powder network from three aspects of website design,service and interaction,consumer trust and involvement promotion.The innovation of this theisis are as follows:(1)The S-R theory used to study the purchase behavior of infant milk powder in the past is abandoned and a more reasonable S-O-R theory is used to explore the online purchasing behavior of infant milk powder.(2)It extends the application scope of situational theory,applies traditional situational theory to online consumer purchase behavior analysis,explores the composition of online shopping situation,and proposes online shopping scenario trust purchase intention model.(3)It deepens the theoretical research on infant formula,combined with the development trend of online shopping,the research direction is shifted from the traditional shopping to online shopping,and suggestions and strategies are put forward from the perspective of situational factors to enhance infant formula online consumers' perceived trust and purchase intention.