Factors Affecting Online Purchase Behavior: Implications to Improve the Existing Credit Rating System

Dishonest sellers, low-quality merchandise, invalid credit evaluation system, low efficient dispute-resolution mechanism are the key factors that make credit become primary concern for consumers making online consumption decision, and hamper the development of C-C market. This article firstly analyzes consumers´ demand and behavioral characteristics and the occurred problems of credit system, then focuses on how consumer perceive the credit status and make decision based on Theory of Reasoned Action; further, it sets up a Model of Four Aspects to explain how the factors from four aspects affect consumer´s building confidence. Credit assessment index and consumer behavior intention index are put forward as the main factors which affect online consumer confidence and generate consumption behavior. Finally, this paper makes substantive recommendations to improve the existing credit system.