An Analysis of Online Shopping Intention of Chinese Consumers and its Influencing Factors

This paper utilizes 587 sample data collected from three cities-Shanghai, Nanjing and Wuxi, adopts the theory of planned behavior(TPB) to study consumers´ online shopping behaviors and builds the Logit model, then based on which Eviews5.0 statistical software is employed to process sample data by Logit regression. The result of our study indicates that online shopping intention of consumers is more affected by factors like income, network usage capability and the security of online shopping and less affected by such factors as consumers´ age, education level and convenience.