The Factor influencing consumer purchase intention from Alibaba in China

Abstract

With the development of the Internet, e-commerce is becoming more and more popular. At the same time, the development of e-commerce also drives the development of Internet technology and the transformation of traditional retailing. E-commerce will become the next revolution in retailing. As an Internet power, e-commerce of China is developing rapidly. In 2017, e-commerce total sales of China reached 29.16 trillion yuan (statista, 2018). Alibaba, the largest e-commerce company in China. The purpose of this study is to find out the factors that can influence the customers’ purchase intention in Alibaba and analyse the relationship between these factors and their purchase intention. These experiences are useful for the e-commerce industry of China. The results can help Alibaba focus more on the needs of its customers and promote Alibaba's development.