The Influence of Online Sales Platforms Effect on Sichuan College Students’ Purchase Behaviour on Electronic Product

Abstract

Internet shopping is a phenomenon that is increasing nowadays. A peep into the exponential growth of the leading players in this industry indicates there is still an extensive reservoir of market potential for e-commerce. The convenience of online shopping renders it an emerging trend among consumers, especially Sichuan college students. The prevalence of online shopping has raised the interest of the retailers to focus on this area. Therefore, this study determined the relationship between secured protection, ease of use level, responding speed, reality, empathy, and fulfillment while mediated by student purchase behavior. The three research objectives are; to explore the purchase behavior in the electronic product of Sichuan students, to evaluate the influencing factors of online sales platforms on student purchase behavior, and to put forward suggestions for better online shopping platform sales policy.