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A Study on the Influencing Factors of Domestic Consumers' Willingness to Participate in Online Shopping -- A Case Study of Y University Students in Chengdu

Guangqing Tan


With the implementation of the National Informatization Development strategy, the development pace of e-commerce has been accelerated. The rise of e-commerce makes enterprises begin to pay attention to the opportunities and challenges brought by the Internet. And e-commerce has gradually changed every one of us, and online shopping has gradually become a mass consumption mode, infiltrating into all social strata. There are many colleges and universities in Chengdu, Sichuan province, and most college students will choose online shopping to meet their daily life needs. Therefore, it is necessary to investigate their willingness to participate in online shopping and the influencing factors, so as to find out the main factors that reduce college students' willingness to participate in online shopping, so as to put forward opinions and suggestions.


e-Commerce Commerce; Online Shopping; Willingness to Participate; Internet

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Included Database


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DOI: http://dx.doi.org/10.18686/fm.v8i2.6589