The Study On The Influence Of Online Shopping Environment Perception On Purchase Behavior

In recent years, with the rapid development of Internet technology, the Internet economy is all-time prosperity, online shopping has became a very popular way of shopping. In the process of consumer online shopping, there are many factors affecting consumer purchase behavior. As ordinary consumers, in the shopping process many times by the website itself design, layout, the level of detail, the search service web site direct influential factors, at the same time, due to the virtual network, consumers also tend to influence by offering online shopping businesses provide line service. The establishment of various technological innovation of the site itself and the new media tools to use and website online under service system has become an important factor in Internet enterprise competition. Therefore, research on online shopping environment is very important for the impact of consumer purchase behavior.Based on the technology acceptance model, joining the site factor and service factor of two external variables, combined with the model of perceived usefulness, perceived ease of use, perceived risk of three variables, the research for the influence of purchase intention, constructs a hypothesis model. Introduced the mature scale in forefathers’research results, by means of a questionnaire for each variable was measured, then the use of SPSS19.0and AMOS17.0for data reliability analysis, validity analysis, correlation analysis, structural equation model analysis. Then from the demographic variables of study, effects of demographic variables for each variable, draw relevant conclusions, site factor and service factor useful for online shopping online shopping perception, perception of ease of use, perceived risk of online shopping three variables have significant influence.1.The sensor networks useful purchase and the purchase-to-use sensor networks,with consumer online shopping show intentions positive correlation, network risk and shopping intention was negatively correlated with the above3factors have a significant impact on consumer online shopping intentions According to the article data, sensor networks to use for online shopping purchase intent maximum relevance.2. The site factors and sensor networks useful purchase, purchase-to-use sensor networks a positive correlation between two factors with a negative correlation between perceived risk.3. The service factors and sensor networks useful purchase, purchase-to-use sensor networks positive correlation between the two factors, and sensor networks share a negative correlation between risk.4. The part demographic factors influence consumer online shopping intention, the lowest income group of students for online shopping purchase intent strongest, best perceive factors for the site. Online shopping less often perceived best customer site factors, while the number of online shopping more customers are aware of the site is poor.Meanwhile recommendations for e-commerce businesses.First, focus on smart client improvement and promotion.Second, to further integrate resources to improve their core competitiveness.Third, focus on building online shopping security system.Fourth, focus on young consumers trends and enhance their ability to innovate.