INFLUENCING FACTORS OF E-COMMERCE ON CUSTOMER PURCHASE INTENTION IN CHENGDU CHINA

Abstract

Purpose: This study explores influencing factors of e-commerce on customer purchase intention in Chengdu, China. The e-commerce company's consumers' willingness to purchase.

Design/methodology: 5 expert opinions are used to determine the indicators of each factor, and the structural equation model (SEM) method is used to analyze the empirical data of 400 respondents in Chengdu.

Findings: Finding different important factors that influence the willingness of each company's customers to purchase. For example, quality of service, quality of products, speed of express delivery and competitive pricing.

Creativity/Value: This study uses the technology acceptance model as a guiding theory to study three case studies, indicating consumer intent to purchase in consumer e-cpmmerce.