Research On The Consumers Online Purchase Intention Based On The Theory Of Planned Behavior

In recent years, e-commerce has been rapid development; more and more consumers choose online shopping. Internet-based sales model make consumers broke the limitations of time and space. The consumers can enjoy more convenient, fast and various shopping experience. However, as a new business model, there are still a large number consumers believe that the risk of this purchase model is larger than its advantages, such as convenience. E-commerce has not been recognized by all consumers. Some consumers just browse the online stores without ordering and shopping. Which is undoubtedly the manufacturer’loss of the sales. According to a survey conducted by the China Internet Network Information Center (CNNIC), the problem of customer’trust caused by the information asymmetry is the most important reason to hinder the development of electronic commerce. Therefore, this study focused on the first time of online shopping and based on the Theory of Planed Behavior to explore effect of trust, as a mediating variable, on consumer purchase intention.First, this paper reviews the home and abroad study about the purchase intention, The Theory of Planned Behavior and trust. Put forward the dimension of trust used in this study. That is the E-commerce environment trust and E-commerce vendor trust. Combined with The Theory of Planned Behavior, This paper builds a model of consumer initial online purchase intention.Second, through a questionnaire survey, the study collected date of the initial online purchase influencing factors, which is a sample of school students and workers. Date was analyzed by SPSS software, such as descriptive analysis, reliability analysis, validity analysis, factor analysis and multiple linear regression analysis. The results are as follows:attitude, subjective norm and perceived behavioral control have a significant effect on trust and purchase intention. Each dimension of trust has a significant effect on purchase intention. The E-commerce environment trust and E-commerce vendor trust have some intermediary effect.At last, on the basis of the theoretical analysis above, recommendations from two aspects are given. That is E-commerce environment and E-commerce vendor. Environmental aspects including:network infrastructure, credit evaluation system, payment system and distribution system need to be further improved. Vendors including:improving the business reputation and the web site quality, focus on the word of mouth and customer evaluation system maintenance.