Study On The Relationship Between Customers' Perception And College Students' Online Purchase Intention

As the number of Internet users in China is rising,the scale of online shopping is also growing.As the survey shows,the college students might be the largest consumer group of online shopping.Then,the reason why those college students choose online purchasing and what effects their online purchase intention,are the main issues in this research.The difference of consumer`s intention towards online purchase caused a difference whether to take online shopping behavior or not.In order to study the relationship between customer perception and online purchase intention,we choose the contemporary college students as the main research object.Firstly,we list factors inside and outside the products,factors related to consumption situation and consumer personality;secondly,based on customer perception theory selected the factors perceived by consumers and classify them into four dimensions and then put forward the hypothesis.Through the design of the Likert scale,we obtain data by questionnaires.On the basis of reliability analysis and factor analysis,we modified the observed variables.Finally,we draw the conclusion that the perceived benefits and perceived trust is positively related to purchase intention while the perceived cost and perceived risk is negatively related to purchase intention.According to the conclusion,we gave some business proposals for online merchants,so that we can improve the online purchase intention of college students.