The Empirical Study On Time Pressure And Online Consumers’ Purchase Intentions

In recent years, e-commerce develops quickly in China, as a new consumption patterns, online shopping has emerged and it is developing rapidly. Consumers’time, however, is limited, especially in the fast pace of life today, people have to make the best decisions in the shortest time. Therefore, the research on the influence of brand familiarity on consumers’ online shopping has been popular.Based on the theory of time pressures, perceived risk and brand familiarity, this paper makes a model of the relationship among time pressures, perceived risk, brand familiarity and consumers purchase intentions in the online shopping environment, we use the empirical research, and by means of SPSS19.0, we do correlation and regression analysis and we draw the following conclusions:First, this paper shows that time pressures is negatively related to consumers’ purchase intention. Secondly, perceived risk positively moderates the relationship between regulatory role between time pressure and buyers’ purchase intention. Finally, the brand familiarity negatively moderates the relationship between time pressures and buyers’ purchase intention.This paper extends the study of buyers’ purchase intention, and these research results will give managers many certain implications and make them understand the importance of brand for modern online consumers, at the same time they should strengthen the maintenance of brand-building; These results make online consumers know that in the case of time constraints, On the premise of increasing homogeneity of goods, they select online goods not only considering the perspective of brand but also considering other factors.