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A Research of Consume Purchase Intention Influence Based on Transaction Cost Theory

Author: PengShuai
Tutor: LiuZhiChao
School: South China University of Technology
Course: Business management
Keywords: Transaction cost theory Perceived Value Willingness to buy Empirical research
CLC: F724.6
Type: Master's thesis
Year: 2011
Downloads: 236
Quote: 1
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Abstract


With the increasing popularity of the Internet, online retailing has gradually become a new shopping channels. China's online shopping market is now in a phase of rapid growth, a lot of money, and enterprises and the rapid influx of competition quick upgrade. The establishment of the B2C model provides a significant cost advantage to the consumer online shopping not only saves a lot of time to pay the cost and physical, but also save the cost of the actual expenditures, is gradually taking root in the new forms of consumption and shopping concept. Advantage of this consumption, we are able to see that the transaction cost factors play a very important role in factors determine consumer shopping behavior, one of the reasons why consumers choose the network channels is relative to the transaction costs of the network channels The lower traditional channels. This study on the basis of the summary and lessons of the past, consumers buying behavior research, combined with the current e-commerce and the new development of the theory of network marketing, online shopping decisions will affect key variables - perceived value, perceived risk, perceived trust and purchase intention relationship as an object of study, and the use of transaction cost theory to establish the willingness of consumers to shop online model discussed in the online shopping environment, relevant factors that influence consumer buying behavior. Survey consumer online shopping experience as a research body, the empirical data obtained through the issuance of questionnaires and recycling, and like SPSS13.0 and AMOS17.0 of statistical tools for data processing, reliability and validity analysis, is state distribution test, confirmatory factor analysis and structural equation analysis steps to the final consumer online shopping transaction costs based on the impact of the relationship between the factors and the willingness to buy. Through this research the following conclusions: perceived ease of transaction costs have a direct significant with a negative correlation between; perceived trust in the main dimensions of trust tendency a direct significant with a negative correlation between the transaction costs; perceived risk all dimensions (Brand uncertainty, uncertainty of product performance, behavioral uncertainty and environmental uncertainty) transaction costs in a significant positive relationship, and thus these variables have an impact on consumer online shopping wishes. Perceived usefulness and privacy policy variable for the two dimensions of the transaction costs (search costs and supervision costs) are not significant. Customer online purchase intention by the transaction costs for the in-depth This paper attempts to deepen the understanding of the transaction costs, network marketing business or personal commitment to the online shop business to provide more theoretical basis. At the same time, starting from the point of view of the customer purchase intention, and provides some ideas for how to reduce transaction costs and improve customer perceived value, and provide some recommendations for the future of network marketing development.

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CLC: > Economic > Trade and Economic > China's domestic trade and economic > Circulation of commodities > E-commerce,online trading
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