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With the rapid development of Internet in the world, online shopping will come into being. Online shopping, with its convenience and economy, access to goods has become an important channel. However, many studies show that although the number of Internet users shopping site to browse the product information, but finally gave up the idea of buying. Therefore, understanding the impact of consumer online purchase intention factor becomes of great significance.Shopping Intentions previous research articles more, but the site features articles related to less. With the increase in the number of domestic shopping site, online shopping market in the competition start the upgrade. So, figure out what characteristics of a site more attractive to business customers as a prerequisite the implementation of service marketing. In addition, research shows that consumers shopping site online shopping affect the perceived risk is a major obstacle to further development, and consumers shopping site on the perceived value is to promote the development of online shopping, the main motivating factor. So, site characteristics, perceived risk, perceived value and purchase intentions of consumers may exist between what relationship? This article from the site characteristics, combined with the actual situation of our online shopping, explore the site characteristics, perceived risk, perceived value of the relationship between intention and shopping.In this study, previous studies based on the proposed site features five elements, namely: knowledge, reputation, economy, interaction and security. On this basis, established a web site characteristics, perceived risk, perceived value and the relationships between consumer shopping model. At the same time, this study tried Harbin shopping online for the effective sample of 249 consumers, using software-based structural equation Amos7.0 and testing hypotheses. The results showed that: site characteristics on perceived risk have significant negative effects (interaction excluded); site characteristics on the perceived value has a significant positive effect (known exception); perceived risk on perceived value has a significant negative impact; perception risk on the purchase intention significantly negative impact; perceived value of the purchase intention of a significant positive effect.
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