Based On Innovation Diffusion Theory Of Consumer Online Shopping Intentions

The Internet has become a new channel of marketing and shopping. More and more consumers came to know it, some people have been adopting this kind of purchasing way. Under the context of Internet, a series of changes are taking place with regard to people's consuming conceptions, consuming modes as well as consumer status. As a result, a new type of online consumer behavior, completely different from the traditional consumer behavior has come into being. This kind of internet-based consuming behavior has attracted wide attention from the theoretical circle and prompted a lot of researches at home and abroad.The focus of this research is to determine factors based on the online customer cognition analysis on how to promote B2C or C2C.This study proposed and tested a model of consumer online purchasing intention. The model posits that consumer online purchasing intention is mainly affected by perceived channel utilities, innovative predisposition toward internet and social factors. We not only construct the model, but also support this model hypothesis by the data that was selected from some areas of China. The data came from both the offline and online. We apply the SPSS software and structure equation model to analyze the data. The practice result shows the reliability and usability of model are enough. Findings of the study indicated that perceived distribution utility, innovative predisposition toward internet and social influence are robust predictors of online purchasing attitude and intention for online buyer or non-online buyer of Internet users. Implications of the findings and directions for future research are also discussed.