Influencing Factors of Online Shopping for Young Consumers based on SEM Model
- https://doi.org/10.2991/hsmet-18.2018.84How to use a DOI?
- Young consumers; Network shopping; Model of structural equation; Purchase intention
With the construction of "One Belt And One Road" in China, more and more people are beginning to participate in online consumption. However, the complexity of consumption in the online environment becomes the main reason for the network shopping. Based on the hypothesis model of brand image and service quality, this paper use factor analysis and structural equation model to verify the hypothesis. The results show that the brand image, service quality, technical security and logistics service of shopping platform can affect consumer trust and satisfaction. The risk perception of shopping also affects the willingness of consumption.
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Yongqing Li AU - Li Ma PY - 2018/06 DA - 2018/06 TI - Influencing Factors of Online Shopping for Young Consumers based on SEM Model BT - Proceedings of the 2018 3rd International Conference on Humanities Science, Management and Education Technology (HSMET 2018) PB - Atlantis Press SP - 428 EP - 433 SN - 2352-5398 UR - https://doi.org/10.2991/hsmet-18.2018.84 DO - https://doi.org/10.2991/hsmet-18.2018.84 ID - Li2018/06 ER -