Study On Online Purchase Intention Of Health-based TCM Medicinal Slices

As an increasing enhancement of people's consciousness on health,an improving improvement of electronic retailing platform,online purchase of health-based TCM medicinal slices gradually become broad consumers' choice.For merchants,understanding the online purchase intention factors on health-based TCM medicinal slices,is conducive to understand the consumers' consumption psychology,and then helps to optimize the product mix,to expand product publicity and to improve the network sales model and can win the vast online consumer market.With basic social characteristics in this paper,combining the theory of planned behavior(TPB)and online risk perception,this paper put forward the research hypothesis.Through SPSS and logistic regression analysis,this paper did empirical research combined with questionnaire results,and found that subjective norm,perceived behavior control and network security factors have significant effects on consumers' online purchase of health-based TCM medicinal slices.Therefore it suggested that merchants should stick to consumers' core need,provide personalized product mix and services;carry out the product online publicity,pay attention to the guiding role of family and friends.Particularly should attach importance to the safety of shopping environment,providing consumers with a stable,honest and reliable network market.