The Study On The Factors Of Influence Consumer’s Purchase Intention In C2C Environment

With the rapid development of Internet, more and more consumers accept the online shopping. The network economy has transcended the entity economy, profoundly changing the way people live.C2C e-commerce transaction model is a kind of online trading mode between individual and individual, linking buyers and sellers. This model is very close to our life, therefore it has a practical significance. In C2C transactions model, there are three main transaction models:Taobao, Pat and Ebay. Taobao plays a significant role in it. This paper study the factors of consumer purchase intention in the C2C e-commerce environment. The datas come from Taobao, Clap nets and Ebay, so they are the real transaction datas.By analyzing the results of other researchers, in combination with the practical situation of the latest C2C online shopping in China, this article will constructed the research model from three aspects. The three aspects are the product properties, quality of service and business credit. Based on the technology acceptance model, there are four aspects to reflect the product attributes in the process of questionnaire survey. The four aspects are the product type, product prices, product sales and evaluation. The service attitude, delivery speed, and security service reflect the quality of service. The seller’s credit rating, opening time, the commendation and the businesses recognition rate reflect the business credit. Perception is measured from three dimension, ease of use, usefulness, and perceived risk.This article adopts the method of integrating theory with practice. The paper make the actual survey on213online consumers by using SPSS19.0and the structural equation AMOS18.0.This paper makes the following conclusions:(1)The relationship between perceived usefulness and consumer purchase intention, ease of use and consumer purchase intention were positively correlated. Perceived risk was negatively related with consumer purchase intention.(2)Product attributes was positively correlated with the merchant’s usefulness.The relationship between product attributes and perceived risk were negatively related. Through perceived usefulness and perceived risk, product attributes indirectly affect consumer purchase intention.(3)Service quality was positively correlated with the perceived usefulness and ease of use. The relationship between service quality and perceived risk were negatively related.Through perceived usefulness,ease of use and perceived risk, service quality indirectly affect consumer purchase intention.(4)Business credit and perceived ease of use were positively correlated.Businesses were negatively related with perceived risk.Through ease of use and perceived risk, business credit indirectly affect consumer purchase intention.