Study of the Influence Mechanism of Internet Shopping Mode on Sichuan Consumers' Purchase Intention of Maternal and Infant Products

Abstract

Online shopping has become essential for worldwide communication between businesses and consumers. The development of online shopping has attracted more parents to purchase infant products online. Online shopping has become a popular and convenient shopping style. Despite the growth of online shopping and e-commerce infrastructure, this development has created new problems and challenges in the online market. In an online environment, online shopping is regarded as a risky activity. Purchase intention is affected by the perceived risk, which can be a reason for customers not to purchase online, and a business must consider the perceived risk. This study focuses on influencing factors of perceived usefulness, perceived ease of use, perceived risk, perceived service quality, perceived popularity, and online shopping experience relating to parents’ purchase intention. The three research objectives are; to analyze the influence mechanism of Internet shopping mode on Sichuan consumers' purchase intention of maternal and infant products in Sichuan, to explore the influence mechanism of Internet shopping mode on Sichuan consumers' purchase intention of maternal and infant outcomes, and to propose the improvement of online purchase strategy in maternal and infant products for Sichuan parents.