FACTORS AFFECTING ONLINE PURCHASE INTENTION: RESEARCH BASED ON CHINESE

Abstract

Purpose: The purpose of this study is to investigate perceived risk, transaction costs, website quality, Internet word of mouth, and trust factors affecting the willingness of Chinese netizens to purchase online. Design/Method: Quantitative research was conducted using online survey software as a tool. Use social media and instant messaging as a means of publicity. The study consisted of 154 Chinese netizens with online shopping experience. Analyze data and models with SPSS and AMOS. Findings: This study shows that perceived risk has a significant impact on user trust. Website quality has an impact on user trust. Transaction costs have an impact on user trust. Internet word of mouth has insufficient impact on user trust. Trust directly affects the user's willingness to buy. Among them, perceived risk has the most significant impact on trust. Originality/Value: This research is based on other research frameworks. Comprehensive and new research models were established and analyzed. Therefore, researchers cover the variable of different areas, to distinguish the research.