Research On Influencing Factors Of Online Purchase Willing For Jewelry Products

Recently,with widely utilization of internet,every business begin to explore the model of marketing online.It could not only decrease the cost of business offline,but also has benefit to expanse their business influence.However,the transformation of jewelry business couldn’t be matured immediately.Both of customers and business need some time to make the adjustment for it.Therefore,the report is written for managers to analyze the influencing factors of the purchase willing of the customers who intend to buy the jewelry online.There are some suggestions given to them based on the data analyzed.The report is completed by using theorical method,questionnaire survey and mathematical statistical method to design,survey and analyze the influencing factors.278 valued samples were collected and analyzed by mathematical statistic based on the relationship between perceived risk,perceived value and purchasing willing.By comprehensive and in-depth analysis of correlation,path and regulatory,the relationship between influencing factors and purchase willing was established and it was used for explanation of how the variance factors influence customers ’purchase willingness.There are 8 variable factors divided:Website factor,Product factor,Services factor,Perceived risk,Perceived value and Purchasing willing factor.After the data analyzed,the effect shows that some of influencing factors could have positive correlation to perceived value.Furthermore,the purchase willing could be affectedpositively.On the other hand,it facts that the perceived riskhas a regulating effect on the relationship between perceived value and purchasing willing.Therefore,the jewelry business could actively enhance the perceived value of customers and controlthe level oftheirperceivedrisk,to attracting customers attention with increasing of their purchase willing.