An Empirical Research On The Factors Of The Consumers's Purchase Intention Of The B2C Shopping Sites

With dangdang and maikaolin successfully listing in the United States, B2C online shopping Market is entering a mature stage. Therefore, it is urgent and important to study the consumer purchase intention of B2C shopping site.B2C shopping site has a dual characteristic. First of all, with the nature of IT industry, it needs the support of traditional information technology. Information quality and system quality affect consumer purchase intention. Secondly, with the nature of traditional retail trade industry, its main business revenue comes from product sales. It needs the support of logistics and after-sales service. Logistics quality, product quality and service quality affect consumer purchase intention. According to the analysis of literature review and case summary, we should take the two aspects into considerations to research the impact factors on consumer purchase intention.We conducted the questionnaire survey for online shopping consumers from all over the country, and successfully receive 400 questionnaires, of which 278 questionnaires is valid, so we get reliable data. In this paper, we use the expansion of Technology Acceptance Model, and introduce the information quality, system quality, service quality, logistics quality and product quality into the model as external variables, then introduce trust, perceived usefulness and perceived ease of use into the model as an intermediate variable. We use SPSS 13.0 to verify the model, and come to the following conclusions.The Trust and perceived usefulness two factors directly affect the purchase intention. And the largest influence on purchase intention is trust. Perceived ease of use impact insignificantly purchase intention, while it can influence purchase intention indirectly through perceived usefulness. Information quality, system quality, logistics quality and product quality have indirect effects of purchase intention through perceived ease of use and perceived usefulness except service quality. And the path coefficient is significant.Integrity, Friendliness and Competitiveness impact trust significantly. So they can have indirect effects of purchase intention through trust.