Analysis the Influential Factors of Consumers' Purchase Intention in Online Shopping

Abstract

The rapid development of Internet technology has affected the choices of shopping for a large number of people, the audience of online shopping is becoming more and more extensive, and the online shopping markets are growing rapidly. The online market that already has a considerable volume and the numbers are keep growing, the need to understand the factors influencing consumers' intention to buy and to explore the relationship between purchase behavior intention and purchase behavior is becoming more important and urgent. In this study, the research selected Taobao, the largest online shopping platform in China, as the target, and this study adopted Theory of Planned Behavior (TPB) as a theoretical model, examined the influence factors like attitude, subjective norm and perceived behavioral control of using Taobao on consumers' purchase intention, and the relationship between purchase intention and purchasing behavior. Then the study analyzed the data of two linear regressions after using SPSS. The data used to analyze the purchase intention of consumers, and the correlation between behavioral intention and behavior is calculated. This study helped to explore the impact of consumers in a new popular shopping way. And on this basis, how to capture consumers' buying psychology and promote them to make the purchase when they shop online.