Research on Influencing Factors of Online Shopping Under the Background of New Retail
AUTHORS
Changlin Wang,Tianjin University of Commerce, Tianjin, China
ABSTRACT
This research focused on the emerging and existing important system information of e-commerce platform under the background of “new retail”. Based on the stimulus-organism Response model and related theories, a situational questionnaire was used to analyze the process of mutual influence of perceived trust and perceived commodity quality on consumers’ purchasing decisions. Through the questionnaire survey method, empirical analysis under the background of the new retail factors affecting consumer purchase intention, and get the following conclusions. (1) In the context of e-commerce platform, the information quality and offline service level of online shop we Media have an impact on consumers’ purchase intention through the perception of online shop trust. (2) The quality of product description and comments influences consumers’ purchase intention not only by perceiving the quality of products, but also by perceiving the trust of online stores. (3) Perceived online store trust and perceived commodity quality are antecedent variables affecting consumers’ shopping decisions, and perceived trust has a greater impact..
KEYWORDS
New retail, SOR, Influence factors of Purchase Intention, Perceived trust
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